In 2019, AT&T’s social media and community management team, along with its agency partner TruePoint Communications, was tasked with raising the number of positive interactions across all social media channels by 15%. For the team, it was a commitment to authenticity and the key traits of personalization, creativity and tenacity that allowed them to transform the negative to a positive.
The team started by creating content for Facebook, Twitter and Instagram to reach a diverse audience in a relatable format. It was also important to respond to users in real time. That required careful social media monitoring and careful escalation of issues that could turn into a crisis.
The team also focused on interactions with other accounts with verification or high follower counts and fielded surveys to evaluate their brand presence online.
On the question of their engagement with users’ social media posts, the team got a 100% satisfaction rating and 98% of users ranked their brand as “likable.” The team also responded to a wide variety of crises with satisfactory results over the course of the year.