PR Week is reporting today that Microsoft is taking a fresh look at its social media strategy and aims to beef up its consumer engagement.It is looking at social media on a global scale as part of an effort to improve its consumer communications.Let's face Microsoft needs all the help it can get these day. The mag says that the software giant has called in Weber Shandwick, Edelman and Waggener Edstrom to present ideas to offer it anew direction and set strategyA source told PR Week: "It is basically figuring out how it can tap into the power of social media and make specific impact for product groups."Another source said the move was part of Microsoft's aim of "boosting consumer engagement" to better compete with Google and Apple."The digital aspiration is heavily consumer-oriented. Microsoft is pretty obsessed with developing a consumer franchise for the brand. Historically, it has had great b2b and government relations." No comment from Microsoft, but what does it need to do? How can it use social media?I'm not sure about you, but on the web it is not a brand I engage with in any way.I don't use Microsoft Explorer, Hotmail, Windows Live or MSN. And as a consequence don't have any clear picture of Microsoft online, but one thing that occurs is that it feels very disparate with (to me) disconnected digital brands.Other than the Xbox (don't have one) is there a digital brand that people would go all out for?
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Gordon Macmillan
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