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Last Wednesday, on July 21st I had the privilege to listen to a webinar featuring Kodak’s social media strategy.  Jennifer Cisney, Kodak’s Chief Blogger, talked about how Kodak is leveraging the online conversations, listening to the community and putting their ideas into action.

Before diving into an example or two, let’s take a look at their overall social strategy. Kodak doesn’t only focus on corporate accounts with Facebook or Twitter but are engaged on multiple social channels driving traffic back to their site and surrounding their brand. With four blogs, a Facebook account, one social project, one social challenge, 16 Different twitter accounts, one Flickr account and one YouTube channel, Kodak covers it’s bases when it comes to social media. This allows all types of social media users to engage at the level and extent they choose.

Kodak features multiple Twitter accounts as they all serve a different purpose.  You can choose to follow Jennifer Cisney herself as @KodakCB aka Kodak Chief Blogger or follow Kodak’s Chief Listener. If you are more interested in what is happening in the brand, you may want to follow @KodakEvents, @KodakCommunity or @KodakChallenge. They even have specific Twitter account for news and deals including @KodakDeals, @KodakConnect, @KodakPrinters and @Gallery Exposure. Other Twitter accounts include spotting the latest trends in Graphics Communications and they also feature their international tweeters.

One example Cisney described that stuck with me through the webinar is how they communicate with users mentioning Kodak in their post. Kodak encourages their employees to contribute blog posts consistently. Then, Cisney’s team links users who mention Kodak back to a blog post. This has helped users receive feedback on questions, concerns and even supporting messages. This shows the social community that Kodak cares and is listening while developing relationships with its customers.

Kodak also utilizes social listening as market research for specific products. Kodak listened to the conversations about a specific product they recently launched. In those conversations, users made suggestions about new features the product should have. Cisney ‘s team was able to take that information and put it into product development team’s hand and later Kodak released an upgraded version of the product. Kodak was able to listen and meet the consumer’s wants and needs with an upgraded product.

A large presence of social media can have a very positive impact on a company like Kodak.  It takes times and talent to be actively engaged which Kodak has done successfully.

You can see a breakdown of Kodak’s social presence here.