ZDNet blogger Jennifer Leggio has started a series on how Fortune 500 companies (a list that may be changing fairly drastically in 2009) are using social media to leverage their brands in the brave new media world.
Here are my six quick takeaways (although the whole piece is worth a read if you're looking to craft a social media strategy) from Jennifer's conversation with marketing VP and e-business director Bert Dumars:
Choose a brand that needs a voice
Decide what communities in which to represent that voice
Use an established methodology for crafting that voice (Dumars uses Converseon and Forrester as consultants)
Have enough staff to hold up your end of the conversation
Decide what success will look like to you
Monitor and measure your results
Money quote: "This is an important transition for our company. As part of that, we are providing education to our marketing team members on Web 2.0 opportunities. We want our marketing team members to look at their campaigns from an integrated perspective and utilize Web 2.0 tactics as another tool they can take advantage of just like TV, radio and print."