[Social Media Today, 5/2/12]
On February 15th, 2012Shell launched its first globally integrated Facebook page, representing a significant milestone for the company and its commitment to open communication and community engagement.
Shell was not the first energy company to embrace social media, but they have proven to be the fastest growing. Don Bulmer is Vice President of Communication Strategy at Royal Dutuch Shell says, “As we enter the tenth week with our Facebook effort, we have surpassed 900,000 followers and are on track to reach 1 million in the first three months.”
With the implementation of social media Shell has been able to engage with citizens and stakeholders in local communities on a more personable level.
Some of the lessons Shell uses to guide their social media strategy are:
- Understand and acknowledge the difference between audiences, influencers and stakeholders and how to communicate with each.
- Seek to understand what your general or specific stakeholder audience cares about and adapt your message to relate to them.
- Invest the time and human resources to support constant, active engagement.
- Create shareable moments, experiences, view points and insights associated with your brand (products and services) that allow people to engage and develop informed viewpoints.
What do you think of Shell’s social media strategies? Let us know what you think in the comment section below.