Can social media build strategic differentiation?

October 8th, 2009

According to the latest research, it seems that social media is now exploding in terms of users, but also content being uploaded on a daily basis. See Erik Qualman’s great video for inspiration.

The question is: How can companies use social media to build strategic differentiation?

One example could be the ongoing campaign from Danske Bank. They have desperately been trying to salvage their reputation by changing their strategic differentiation to customer satisfaction. In relation to this, they allowed users to freely comment the bank and its actions on a dedicated Danske Bank site. According to Danske Bank, 3500 people either commented or uploaded comments to the site – not bad for a couple of months of running in the Danish market!

The campaign has now turned into 23 specific actions and a twitter account. Time will tell if their new focus and media channel strategy will bring them closer to their customers.

Written by Michael Sherain, October 8th, 2009 in category Marketing