Lori Johnson, VP of Online Strategy at Fidelity Investments, addressed the W2O Social Commerce Summit today on the challenges and innovations of social media in regulated industries. Interestingly, while her perspectives are forward-thinking and the activities she’s spearheaded at Fidelity Investments are leading the industry, they maintain a firm foundation in common-sense philosophies.
A key takeaway included a simple breakdown of how Johnson and her team view social media:
- Guidance and Education: engaging customers in unique ways with the information they need
- Customer Service: viewing customer service as marketing
- Enable Dialogue: allowing customers to begin topics of conversation interesting to them
- Enable Advocacy: helping customers speak on the company’s behalf
Do you have a perspective on Social Commerce? As we kick off SXSWi 2013, tell us what you think about this emerging field and the impact it will have on the future of marketing and communications.