Many companies (small, medium and large) still struggle with how social media can help their bottom line. Many are confused and this confusion grows as social media gurus continue to espouse tactics that generally don't help to increase revenues.
Here are a few bullet point that have helped Molson understand social media. They just haven't used it because "everyone else does". They have figured out a way to actually make it work.
- Molson focuses on Facebook to send messages to their community rather than Twitter. The reason? They found out that their message actually lasts longer on Facebook than on Twitter as a result of Facebook's News Feed feature that posts news Facebook has determined is important to you unlike the constant flow of the Twitter stream.
- Many people have asked why Molson employees have personal c-branded Twitter accounts like @MolsonFerg. Molson firmly believes that personal championing of their brand works better than if their employees tweeted under a purely corporate banner.
- The Molson community blog. Once upon a time, this blog was used to push out deals on cases of beer. What they found out was that their customers didn't need to follow their blog to get this information. They wee already getting "commercials" from traditional media. As a result, their blog was empty and void of any following or community. so they changed. They started blogging about the things Molson customers love: beer, hockey, music, events, lifestyle. Soon their blog became very popular
- Metrics. As sales of their product is vital to the success of their brand, Molson has used metrics to determine their success within social media. In fact, they track everything they do back to sales. Everything. If they sponsor a concert in Barrie, they check to see if sales of their brand moved as a result of their presence in the community. If they blog about a local charity event in Hamilton, same thing. Even activity on Twitter and Facebook are tied to sales. Which is refreshing because most people would suggest that "just being there" is enough.
I am sure there are many other reasons why the Molson brand has succeeded in using online social tools. Social media experts and companies interested in utilizing social media to help their bottom line would be well advised to "follow them" and learn from their failures and successes.