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1. CORPORATE SOCIAL
MEDIA REVIEW
Report prepared by:
Caroline Woffenden, Director, MK
Andrew Twist, Account executive, MK
Ellie Hallsworth, junior account
Executive, MK

2. OBJECTIVES
• To understand the current situation - where McCain is
now and who are the influencers.
• To identify relevant opportunities for ongoing
communication.
• To develop an online strategy, specific to McCain’s
objectives and target audience.
• To incorporate social media into corporate
communication.
• To harness ambassadors.
• To help drive the business forward.

3. Target groups
MK identified the following target groups to contact
and/or observe:
• Employees • Local Government
• Community • Wholesalers
Groups • NGOs
• Customers • Suppliers
• Government • Media
• Retailers

4. Employees
Posts on social media platforms can REACH A global
audience.
Less than 10% of companies CURRENTLY monitor
their employees' use of Facebook, YouTube, LinkedIn
60% expected to watch workers' social media use for
security breaches by 2015

5. Employees // recommendations
IMPLEMENT A SOCIAL MEDIA POLICY

6. customers
• Social media gives mccain the opportunity to start
conversations with customers.
•social media's influence on brand reputation and purchasi
ng decisions has caught up with traditional channels

7. retailers
• the social media profiles of retailers tend to be based on
retailer to consumer engagement.
• Relationships building opportunities

8. wholesalers
• use social media primarily for promotional purposes

9. Community groups
Community groups use social media to:
• build relationships with community members
• increase awareness of local news/events/issues
• encourage greater participation
Does social media actually
encourage greater participation
within communities?

10. Community groups - recommendations
Use twitter to enhance and improve the efficiency of
conversations with active community groups
Communicate in social media’s public sphere to
actively promote mccain’s commitment to local
communities
Listen and respond to issues that community groups
raise via their social media channels

11. Local government- recommendations
Start conversations with local mp’s on twitter to
promote positive developments at mccains
Communicate the right message at the right time to
ensure that it doesn’t go unseen on the feed of a local
mp

12. customers
Community groups use social media to:
• build relationships with community members
• increase awareness of local news/events/issues
• encourage greater participation
Does social media actually
encourage greater participation?

13. Non-governmental organisations
GREENPEACE - KIT KAT
Campaign viral video