With more and more businesses operating online – and especially on social media – it’s become more important than ever to know how to be legally social. So we got together with leading law firm Walker Morris to organise our second and most recent Breakfast Brand Bash seminar, where professionals could get advice, answers and best practice from a panel of experts.
The seminar began with two guest speakers – Dom Burch and Sam Brown. Dom, Head of Social at Asda, has overseen the implementation of the company’s social strategy, which has seen it grow into a retail brand with one of the largest social media presences.
Sam is the Digital Marketing Manager at Goal, the world’s biggest football website. He’d previously worked at Welcome to Yorkshire, where he was in charge of their social media output when it overtook Visit London in terms of strength of voice.
Both speakers had managed a different style of brand on social media and offered a unique insight into their world of social. Dom explained that for Asda to build a powerful online community, the most important part of their strategy to create shareable content was to listen to their fans.
When Asda have made a mistake, they’ve found that their first line of defence is their fans, so they’ve invested time in listening to them and engaging with them in the right way by providing content they wanted to see. In a sense, social media is a real-time focus group.
As Goal is more of an online newspaper, their strategy is different. Sam explained that their strategy was all about providing interesting content. For Goal, it is not all about likes, comments and shares – it’s about driving traffic to their site.
As football can be such a controversial topic with many different opinions, they have to read every situation individually and decide how to react. In most situations it’s often best not to get involved with the conversations at all.
The guest speakers then joined the panel alongside Bloom’s very own CEO, Alex Craven, and two solicitors from Walker Morris, Lynsey Oakdene and Matthew Chapman, who both work in Litigation and Dispute Resolution.
The event was very interactive and engaging, with the audience directing questions at the entire panel – looking for answers from Alex, Dom and Sam for an agency, in-house and brand perspective, and Lynsey and Matthew from a legal perspective.
The panel discussed how agencies and brands should work together to handle complaints and general everyday interactive on social media, and the audience learnt about the legal implications, should people be defamatory towards brands.
Overall it was a really successful event and we look forward to working with Walker Morris on the next Breakfast Brand Bash event… more details coming soon!
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