Be human, get organised, make money: Social media best practices from Royal Mail, O2 and KLM

Joseph Clift

With a billion people using Facebook and more than 500m consumers active on Twitter, getting social media right has become a priority for big brands. But this is easier said than done: should these platforms be used as a marketing channel or for customer service? How should a brand's social marketing relate to its other digital communications? And what tone of voice should be used?

Three presentations from the Corporate Social Media Summit, an event organised by information service Useful Social Media and held in London in December 2013, offered some practical examples that might prove useful in answering these questions.

Royal Mail: Be human

Martha Roberts, head of service communication at Royal Mail, the UK's postal service, explained that her company uses social as a customer service channel, and has found success by engaging in a "human" way.