A-lways, T-alking T-echnology: AT&T is a Social Media Powerhouse

Social Media is the newest and rapidly growing phenomenon amongst corporate America. As a communications company, AT&T is on the forefront of connecting with consumers on a personal level through social media. When doing some research, I was bombarded with so many of AT&T’s social media websites. Enough is enough! I’d be here for hours on end talking about what they are doing. I think it would be easiest to talk about what they are NOT doing. Is it okay for me to call them social media “whores?” By all means, it surely is not negative! They have multiple accounts on Facebook, Twitter, YouTube, and Flikr for consumers, small businesses, enterprises, corporate and community relations. In this blog, I will attempt to analyze AT&T's social media practices and see what they are doing well and what they could be doing better from a social media public relations perspective.

For a list of all AT&T social media links, click here.

Because AT&T does so much with social media, I have decided to break down my thoughts into categories based on the type of social media use! I hope this reads easily for all of you!

Facebook

So we all know Facebook is used by what seems like EVERYONE on the planet for peer-to-peer communication. But now, shrewed businesses are starting to jump on the Facebook band-wagon to enhance their relationships with current and potential consumers.

With over a quarter of a million fans, AT&T has multiple tabs peeking different types of consumer interests. These include: ATTCustomerCare with photos of who is responding to consumers questions, discussion boards that are separated by region, an exclusive AT&T “Olympic Section", where customers can download one of a kind soundtrack and ringtones with the proceeds benefiting the USA Olympic team, an iPhone news section for you iPhone users out there and MANY more.

One of the most interesting and cool features of AT&T's Facebook page is that it is constantly being monitored by AT&T's Customer Care team, who responds in real-time to customer inquiries, complaints, questions etc. If you look, some responses are answered as quickly as within 5-10 minutes of their original post time. Now that's what I call good customer service!! And as an FYI to Verizon who doesn't do this (but more on this later...) it not only helps customers with their questions, it looks REALLY good to prospective customers visiting AT&T's Facebook page to see the level of staff resources right at their fingertips, literally.

In addition, they take the "typical" Facebook layout to the next level; AT&T uses their own color scheme and template throughout their various Facebook tabs. The page is even more interactive and engaging by the use of macromedia flash/shockwave with celeb endorser Luke Wilson talking about what AT&T offers.

Twitter

Twitter is the "new kid" on the block that is quickly gaining momentum, and AT&T seems to "tweet" all day long... with an average of 3-5 tweets per day. With 4,165 followers, the corporation posts everything from random tips on how to use your phone, how to better utilize phones features and current news happenings and events. ShareATT is just their general Twitter page; they also have links to other Twitter accounts specializing in CustomerCare, Deals, and News. By doing this, AT&T allows consumers to consistantly learn something new about their phones so that they never get sick of what it offers! I have so many features on my phone (a Blackberry Tour) that I don't even know how to use, and I would love to be taught on how to use them! Another positive for AT&T! I know that Verizon offers tetorials on how to use phones in store; but to be honest, nothing says "geek" more than attending a class at your wireless store!

AT&T also "follows" 376 people who are probably key influencers to the company. This enables them to see if their followers mention anything about the AT&T or the technology industry in general. This keeps the organization abreast of what other's are thinking and saying about them and this is another intelligent way that AT&T gains an advantage over their competitors via social networking.

Blogs

AT&T utilizes the popularity of blogs by reaching out to mom's-to-be! The blog titled, “Calm Cool and Connected”, a blog that is written by AT&T employees who are parents and/or expecting themselves. I believe this is smart of the company because it brings a big corporation down to a personal level. Along with with other telecommunication companies, AT&T is involved with the “Text 4 Baby” campaign, which sends customized tips to help mom’s-to-be along the duration of their pregnancies. As a consumer I think it is neat to know that AT&T workers care not only about the company and its profits but also helping its customerspersonally. It is also a great consumer PR tactic that helps AT&T develop better relationships with their customers.

YouTube

AT&T built its own customized YouTube page with playlists of Commercial, job, U-verse, and Device related videos. Although the page is eye-catching, I must give props to Verizon's page for an overally more interactive and appealing YouTube site than AT&T's. Nontheless this is another way AT&T reaches consumers through digital video content in a blog-like forum that allows users to comment and share with friends.

Flickr

Although AT&T does not activate their Flickr account, a popular photo sharing website, as much as some of their other social media tools, it is just another way of being connected with more people. AT&T posts pictures from events they sponsor and allows viewers to comment.

Seasonal Promotions

AT&T is constantly brainstorming new campaigns and seasonal promotions to keep the population aware of their cross promotions. In honor of Black History Month, AT&T has decided to revamp its “28 Days” online community campaign, which is an interactive community targeting African American consumers. Launched last year, it’s website utilizes rich media and is very entertaining. (I must say, I love the music that plays!)

As said by Laura Hernandez, executive director of marketing management, "Last year, we built some equity on Facebook, but this year we decided to take it up a notch, and so we added some additional media channels and the speaker series" (DMnews.com).

Therefore, AT&T is continuously evolving by thinking of new ways to use social media to reach their consumers. They are encouraging them to partake in this online self-inspiring goal fulfillment activity. This allows consumers to communicate with each other about goal oriented ideas while AT&T acts as the common link that connects them.

There are other examples of how AT&T uses social media to target specific segments of the population. In the summer, AT&T sponsored a campaign for the Vans Warped Tour that targeted teens. Through this campaign, the corporation demonstrated their advancements in music technology by setting up a text message service that provided tour updates and special offers.

Also, for you U-Verse customers who can't get enough of the Olympics, AT&T is offering an exclusive Olympic application/channel that allows you to watch multiple sports at once. To learn more about it view this video! I am certainly going to be going over my friend's house to check this out later!

More on Competitors

Verizon has many of the same social media outlets, but they don’t seem to be activating to the degree AT&T is. For example, on their Facebook page, I do not see Verizon Customer Care people interacting with consumers questions and concerns. It is clear that Verizon isn’t taking social media to the next level in terms of personalized consumer interaction and real time responses to customers. Verizon has roughly four times as many fans on Facebook than AT&T but is doing less. As a Verizon customer, I am disappointed, and I would much rather write post or a message that I know would be answered promptly than spend hours on the phone with Verizon customer service. With the largest network in the country can’t Verizon afford to staff customer care people to monitor and answer social media inquiries?!?

Not only that, but AT&T is gaining a major advantage over their major competitor by engaging in real time dialog with their customers to see how their products and services are being received in the market place. This allows for them to not only to act quickly and make necessary changes when there is an issue, but allows them to engage in strategic risk and issues management practices.

Final Thoughts

I think it is pretty difficult for me to state how I believe AT&T should further be utilizing new and social media. Since I am particularly interested in music, my only suggestion to AT&T was to gain a better presence on MySpace. MySpace is a great way for AT&T to cross brand with bands and their music by offering consumers exclusive ringtone and other download offers.

I think other corporations should use AT&T as a template of how to enhance their social media skills. Having specific social media accounts for different public's allows the company to personally reach that public's and their interests. For example, consumers who have a small business can follow AT&T's small business twitter. AT&T is ahead of the game as far as corporation's branding themselves by using new media---so nothing but praises go out to them!