eBay’s Richard Brewer-Hay on social media and corporate blogging

ebay_rbhLooking over past blog posts, I’ve noticed that I do have a penchant for hyperbole. However, if you have a little over six minutes of your time to spare and want tips on running social media programs for a large brand, then don your headphones and listen to this short video from Richard recorded at TWTRCON.

Main points:

  • eBay has a full time corporate blogger! How many other brands can claim the same? Richard views his role as that of an internal reporter and spends a lot of time finding out what the eBay community wants to know and then running interviews at the corporate level.
  • Consistency is important when it comes to maintaining a blog. Richard tries to get out at least four posts a week.
  • Many in the industry talk of being transparent and honest. Most people are referring to external communications, but this applies just as much internally. Brand, legal and corporate communications departments all have to understand what you are putting out there.
  • eBay have been among the first to start a social media corporate disclosure program: eg. earnings releases are published on Twitter
  • They are undertaking a social media audit to isolate all social media properties. Twitter questions: Do you use Twitter for business? What’s your handle? Blog questions: Do you blog for the business? What are your goals, messaging, objectives? How do you measure these?
  • eBay are aware there are ‘disparate places where conversations are happening’. They are looking to setup a central platform to pull all this communication together.

Check out this excellent short video on eBay’s social media strategy

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