Fortune 500 “Social Media Stars” Tactics Reproducible, Strategist Says

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Fortune magazine listed its Fortune 500 social media stars for the year last week, including Georgia-based giants Aflac and Coca Cola. Denae Olberding, a media strategist for Atlanta's Everspark Interactive, says their tactics can be reproduced for other companies.

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They need to get clear value from simply viewing your content.

Social media has become a crucial part of marketing strategy, a fact highlighted last week by Fortune magazine's release of its annual Fortune 500 “Social Media Stars” list – the top companies ranked according to their use of the new medium. Denae Olberding, a media expert with Atlanta SEO company Everspark Interactive, says the techniques that made the list can easily be copied by other companies – if they have the right strategy.

The list, which looked solely at effective use of social media rather than usual metrics like profit or company size, included 16 Georgia-based companies, with giants Coca Cola and Aflac Insurance among them. Metrics included the number of followers or friends, the verifiable results of social media marketing campaigns, and the total engagement of users according to the Atlanta Journal-Constitution (5.6.13).

Olberding, whose work focuses on helping companies overhaul their social media to get tangible results from it, says that the best techniques are deceptively simple, but counter intuitive to many business owners.

“Social media is not a captive audience,” like people seeing commercials during a favorite TV show, she said. “They need to get clear value from simply viewing your content.”

Aflac in particular exemplifies this sensibility, Olberding said, with its use of the Aflac duck. The character was developed in traditional media advertisements but Aflac has made it a personality of its own online, which now has 350,000 Facebook friends.

“Social media is part of a message across multiple channels,” she said. “It's a place to be more than just a brand.”

About Everspark:

Everspark Interactive is an full-service SEO company and social marketing firm. With a handpicked team of the brightest social media minds in the country, Everspark creates gripping, engaging content that drives web traffic – and dominates search engines. They can be reached at (770) 481-1766.

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