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Most companies know they should be using social media. They understand that when their customers feel more engaged with the companies they use, they feel greater loyalty and share their good experiences with their friends.

What most people don’t understand is that social media for companies is very different than social media between people. You may have friends on Facebook that “like” your personal content all the time, but your company’s social media looks like a wasteland.

While you may feel inclined to think social media just doesn’t work for your company, that attitude can make you lose business in the long run. Tweet This Instead, have a look at other companies’ social media strategies, and how they kept their customers coming back for more.


As a biotechnology corporation with over 12,000 employees, Genentech needs a tool to capture innovation from its workers and make sure their needs are met. If you have employees, you should consider using social media to help them feel heard.

Genentech uses social media to allow employees to connect with management, each other, and to stay up to date with company news. Employees can comment about each other, upload videos and photos, and even rate the lunch options in the cafeterias.

By encouraging employees to comment, Genentech takes a daily pulse on attitudes within the company. The employees feel like they’re heard and they contribute more to the development of the company than they would otherwise. By involving even the lowest level employees, Genentech can improve its processes and make more money.


This company sells outdoor equipment for biking, snowboarding, and hiking. Their social media strategy involves offering value and encouraging interaction.

For example, they offer promotions to new members on social networks like Facebook and Twitter. They use an easy one-click process that incentivizes customers to join. They also offer exclusive deals and offers for interactions within social networks.

Since Giantnerd added a “like” button to their page, the average order has increased by 50%. Customers felt like they were saving money by being part of a community, and they kept coming back for more.

Kimpton Hotels & Restaurants

Kimpton created a social listening desk to get more efficient feedback from their customers. When they got feedback, they didn’t just respond with a thank you, but took time to make their customers’ experiences better.

For example, when a guest tweeted to Kimpton that she was feeling ill, the social listening desk let her hotel know and they delivered warm tea, a bowl of soup, and a card to her room.

Klimpton also keep track of guests’ milestones, such as birthdays, anniversaries, and anything else they mention in their social media profiles. They use this information to surprise their guests with perks and promotions to improve their customer experience.

With this strategy, Klimpton Hotels builds customer loyalty and improves their image.

Martell Home Builders

This Atlantic Canadian home building company switched its emphasis from working with realtors to working directly with their customers. They built a blog aimed at their consumers to establish authority in the industry. Then they optimized their site so users could access the blogs, share them, and enter their social network easily.

Martell also made their website more appealing to consumers. They made the GPS information tracking their trucks publicly available so customers could see when their homes were being built. They also continually update their photo albums with pictures of new developments so their customers can see their latest work. They focus their entire website on customer service.

By working directly with customers, today 86% of their leads come from their customers rather than through middlemen.

Harper Perennial

Although book publishers get their bread and butter from print media, they can use social networks to get the word out. This paperback imprint of HarperCollins makes sure that its Twitter feed meets the needs of its audience.

The social media manager identified the voice of their target customers: namely, people who love to read. The feed posts questions hardcore bibliophiles like to debate, promotions to followers, and newsworthy events. As a result, the feed has nearly 40,000 followers who are more likely to buy Harper Perennial’s products.

How Can You Keep Your Customers’ Attention?

Follow the lead of these companies to gain customer loyalty. Figure out who your target audience is. Then, create targeted content and strategies that meets their needs. Tweet This

In Martell’s case, they realized homebuilders liked to be personally involved in the construction process, so they made it easier. Klimpton recognized their unique ability to make a hotel stay special.

Ask your customers what they would like to see in social media. Then don’t be afraid to experiment. You could see great gains by using social media as part of your business model.


About The Author

Lindsay Tanner


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