How does the fastest-growing Ethernet provider build a social media programme from scratch? With a solid strategy and smart tactics to meet business goals.
Comcast and its Xfinity brand had a robust social media programme. Yet the business services arm of the US cable giant had no official social media presence. The company knew it needed to establish a programme, but didn’t have the resources or expertise in house. To solve this it turned to LEWIS, which was already managing Comcast’s national public relations programme.
The goal of the programme, which focuses primarily on LinkedIn and Twitter with lighter presence on Facebook and Google+, was to build thought leadership. Doing so would position Comcast Business as a leader in data and voice technologies. LEWIS worked with Comcast Business to develop a series of campaigns – both organic and paid – to do just that.
In the early days, the focus was on building a follower base. Comcast Business now has over 62,000 LinkedIn followers and 32,000 Twitter followers. Once the programme had reached critical mass, the focus shifted to driving engagement. This was accomplished through continual programme optimisation as well as campaigns. One example was Tech Week, an annual week-long virtual event targeted at entrepreneurs and start-ups. It promoted the use of technology to drive business growth.
To further drive engagement, Comcast Business launched its own community for SMBs and enterprises. Since its launch, the community has published almost 650 articles from over 60 contributors. The community has more than 2,500 registered users and has generated more than 3.2 million page views.