The document discusses social media and lessons that can be learned from how businesses have engaged with social media. It provides several case studies of both positive and negative experiences that businesses have had and key lessons that can be extracted, including listening to customers, responding authentically, allowing people to interact with your brand, and addressing myths directly. The document also discusses how schools can apply similar lessons by using social media to engage with parents and monitor discussions while also being open to feedback.
59. Telstra BigPond took this approach after receiving a beating from the blogosphere when it launched its Twitter site last month. The telco, which was the first to launch a customer service site on Twitter in Australia, was criticised for its “robotic” and “anonymous” interactions and for redirecting consumers with problems to an online request form. However, Telstra took the negative feedback on board and changed tack, becoming more “human” and even asking consumers what they want Telstra to Twitter about. Nov 2008 – B&T
60. Telstra suffered a PR upset last month when one of its employees, emerging technology specialist Leslie Nassar, outed himself as the author of a popular Twitter feed called "Fake Stephen Conroy". His posts anonymously lampooned the federal Communications Minister, who supervises Telstra's sector March 2009