When to respond, when to keep quiet: Four social media lessons from Citi's Frank Eliason

Geoffrey Precourt

Social media success stories made up a lot of the content at Advertising Week 2012. And a recurring theme within them was content, and the narratives brands construct around themselves.

For example, Facebook's Sheryl Sandberg told the Interactive Advertising Bureau's MIXX Conference that content can create clusters of interest.

LinkedIn took to the Advertising Week stage with a similar theme: random lists of resumes may be impressive, its representatives argued, but narrative engagement from real-time members drives more than check-in interest.

In a LinkedIn-led 'Redefining Relevance with Social Media' session, Frank Eliason, Citi's Director of Global Social Media and author of At Your Service: How to Attract New Customers, Increase Sales, and Grow Your Business Using Simple Customer Service Techniques, emphasized that curation of content demands a marketer's full-time attention.