The Right Way to do Social Media

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by Braden Kelley

Unfortunately, more often than not I see examples of social media strategy gone wrong. So, it stands out when I see a company like Lufthansa doing social media the right way – at least with their MySkyStatus site. Let’s look briefly at why this is a good execution of a social media strategy:

  1. Easy to use
  2. Gives the customer something of value with minimal effort
  3. The value is something that people naturally want to share
  4. Works just as well with the competition’s product as with their own
  5. Gives customer a visual idea of what they are going to get before they invest any time or effort
  6. Brand impression is minimal, and no fear of mentioning the competition
  7. It gives the user a choice of how much information they want to disclose

Now if we can convince the airlines that charging people for extra bags and other pointless fees are a bad idea (like Delta Airlines charging me $50 for the “privilege” of standing by for an earlier flight with open seats), then the world will be a better place.

What other examples of well-executed social media campaigns would people like to share?


Braden KelleyBraden Kelley is the editor of Blogging Innovation and founder of Business Strategy Innovation, a consultancy focusing on innovation and marketing strategy. Braden is also @innovate on Twitter.

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Braden Kelley

Braden Kelley is a Design Thinking, Innovation and Transformation Consultant, a popular innovation speaker and workshop leader, and helps companies use Human-Centered Change™ to beat the 70% change failure rate. He is the author of Charting Change from Palgrave Macmillan and Stoking Your Innovation Bonfire from John Wiley & Sons. Braden has been advising companies since 1996, while living and working in England, Germany, and the United States. Braden earned his MBA from top-rated London Business School. Follow him on Twitter and Linkedin.

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