2016 Digital PR Awards: Most Engaged Brand

Winner: IBM

Social at IBM is not outsourced; rather, IBM employees themselves run social accounts. To execute its objectives successfully, IBM requires two full-time administrators per platform account. These administrators have extended support across functions and manage all aspects of accounts including publishing, paid ads, engagement, listening and measurement.

To deliver its objectives, IBM ensures that resources are adequate for each social account and that interactions with audiences occur in a timely manner. The company also ensures that the voice of the brand is appropriate as managed through individual IBM social brand administrators; and that messaging extends across external relations, sales, help desk, crisis communications, legal, HR and recruiting. The team is global, guaranteeing that someone is always paying attention to IBM's social accounts at all times of day.

As a result of its simple, but meaningful engagement strategy, IBM enjoys the highest engagement rate per post across the b2b technology landscape. Over the past year, the social team has been mentioned in dozens of industry articles touting IBM's engagement strategy. One piece in Marketing Interactive observed, “So who’s leading the pack? With over 2.52 million followers on their company’s LinkedIn page, IBM easily tops the ranks in numbers, even muscling out tech giant Microsoft. Their not-so-secret key to their success is two-fold: rich content, and extensive engagement from their staff.”

Honorable Mentions:

  • FCB Chicago - Boeing's Innovation Film Series
  • Marina Maher Communications and Head & Shoulders - Connecting with Consumers and Influencers on Twitter in Real-Time to Create Army of Endorsers