Eric Forst of Visible Technologies recently spoke as part of a “Social Media Makeover” panel at MediaPost’s Social Media Insider Summit. For his makeover, he spruced up Linksys, the dominant brand in the wireless router category.

Despite their sales dominance, Eric noted that, “their ‘share of social engagement’ does not match their share of voice.” He suggested the following:

1. Move from results based on “buy/no-buy” to “buy/no-buy & why”

2. From that new “why” data, make proactive changes

3. Engage with those who gave good ideas. Show them the changes and ask their opinion.

These steps will build a loyal and contributing base that will fuel an escalation of social conversation share.

Read more about the Summit & Eric’s presentation at Visible Technologies’ blog

Visible Technologies is a WOMMA member.