Ginny Skalski is the Social Media Specialist for the world’s leading LED manufacturer, Cree. The background she brings to this corporate social media job is not marketing or public relations, but journalism and community management. This means that she understands that the core of a successful social media strategy is to build a community around your business or organization. Cree’s new campaign is called The LED Revolution, a microsite supported by Twitter, Facebook and email marketing to promote the benefits of LED lights. They are promoting an idea rather than a product using cases studies, a monthly contest and well-lit photos. Yes, Cree benefits by promoting LED lighting because that’s what they produce, but Ginny tells me that the benefits are much greater talking about the larger issues.
Ginny also offers some advice on starting social media campaigns for B2B companies. If you are new to social media, as many B2B people are, you will learn that people in social media love to share their knowledge and experiences. And Ginny is a great example of that.