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Olympus, H&M, Tesco and L’Oréal use Q&A to build conversation with fans - Top 10 social media lessons
Lesson number two: Expert Q&A sessions can help brands use social media as a conversation tool with fans.
Three years after our first Wave blog post, we’ve achieved an incredible 500 articles. To mark the occasion, we’ve reflected back on the most impactful ways in which brands have used social media. Lesson number one looked at how luxury brands adopted digital as a way to reinforce, rather than hamper, their exclusive image.
Lesson number two takes us back to 2011, with brands using their Facebook pages to provide Q&A sessions. As brands explored the interactive possibilities of social media marketing, Q&A sessions emerged as a way to encourage discussion between fans and the brand.
In March 2011, we analysed Olympus cameras’ “Visionary Critique” Q&A sessions on their Facebook page. Users share their photography work to be critiqued by an Olympus Visionary with advice on how to improve their photo-taking skills. This strategy has allowed Olympus to position themselves as experts in the photography industry, whilst promoting fan interaction.
Online Q&A sessions have since become a widespread practice, with brands using Facebook, Twitter and their own websites to provide real-time expertise. They help brands provide added-value to their fans and ensure that their social community remains a two-way communication channel.
In the last year, Q&A sessions have benefitted brands across a range of industries. H&M held a #AskADR session on Twitter using Vogue's Anna dello Russo. Olympus used photographer Jamie McDonald for their latest Q&A session in March whilst Lumix held themed discussions with photographer Sion Fullana. Clinique got one of their color artists to answer questions about cosmetics. Other brands have made Q&A a regular feature in their social media strategy.
Waitrose and Tesco hold regular Facebook Q&A with their own nutritionists and food experts:
L’Oréal offer hair advice with #askhairgenius for both Facebook and Twitter fans: