Hey again,
Diving straight in, the company I'm having a look at today is Cisco, the US networking giant. As I'm most familiar with Facebook I'll be mostly looking at all of Cisco's Facebook pages, and boy are there a lot. Just a quick search reveals separate pages for Cisco itself, Cisco certifications, Cisco Security, specialized pages for specific countries, and dozens of other specific interest groups.
The company has used social media tools to engage directly with their customer base, which is predominately IT professionals. The feedback they receive (both positive and negative, and there are plenty of examples of both) allows them to derive customer insights into their products and how customers perceive them, as well as provide immediate responses to customers who would, under other systems, experience a lengthy wait. This is also driven by the allowance of customer comments on company posts.
The Cisco pages, especially the pages relating to specific products and locations use social media technology to drive sales and marketing, and to generate sales leads. This is probably the biggest contributor to value-adding within the Cisco Facebook framework. At the moment, there is a campaign on every page relating to the future direction of the company, the #InternetofEverything. Because the social presence is split up into interest groups (an interesting look back at the way in which blogs fill niche news requirements), the message can be tailored to the needs of each interest group e.g., the security page has articles and posts about the implications of new potential attack vectors from the IoE, while the Cisco Networking academy has a study detailing network infrastructure spending across different countries. Interestingly but unsurprisingly, a lot of content is cross-posted between pages, both because the content is interesting to users of both pages but also because Facebook will encourage users to view other content of a similar nature, providing even more exposure for the company.
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