July 1, 2012

Cover Story

People’s Choice

Social media has revolutionized the way companies communicate and interact...Read More

Featured Articles

Around Utah

Players

Sections

Spotlight
Tori Baker: Leading Lady of Salt Lake’s Art House Theater

People
Mark Meadows: Enjoying the Journey

Legal Briefs
Business as Usual—For Now

Money Talk
Funding Your Dream

Economic Insight
Summer Reading

Lessons Learned
Emergency Back-Up

TechKnowledge
Get Found

EntrepreneurEdge
Know Your Options

Business Trends
Forging a Career

Executive Living
The Need for Speed

Features
Utah’s Alcohol Problem

Features
Ernst & Young Entrepreneur Of The Year

Focus
Capital Gains

Editor's Note
Utah’s Tech Industry is Booming

Special Section
Meeting & Event Planning Guide

Industry Outlook
Technology Industry Outlook

Article

People’s Choice

Celebrating Utah’s Most Admired Companies

Utah Business Editors

July 1, 2012

“Social media for us isn’t about advertising products or sales, it’s about creating a relationship between our company and the customers,” says Ryan Baylis, social media manager for NordicTrack. “If you have a great voice and a great message, customers really appreciate it and want to be engaged; it puts your company as a forefront in their minds next time they’re cruising the market for your product. You can really give your brand or company a unique voice that people are drawn to, and they’ll be more open with you in the future.”

A warm, approachable voice is particularly important when dealing with customer service issues. “You have to talk to people like they’re your friend. Using a corporate, robotic voice in customer service posts only frustrates people and makes them feel that you’re not being genuine,” says Baylis.

In addition to Facebook, Twitter and YouTube, NordicTrack also participates on Tumblr and Pinterest. Baylis says the company’s followers tend to be firmly committed to a healthy lifestyle or have big goals for personal change. Because of that above-average commitment, the company takes their opinions very seriously.

“Behind every ‘like’ is a person who trusts our company, our products and our information on living a fit lifestyle,” he says. “A ‘like’ means we have an audience who can help us know what customers across the board need.”

Second Place
Snowbird Ski and Summer Resort

When it comes to social media, Snowbird is an early adopter. In 2002, the resort began engaging guests by posting photos of them—and taken by them—on a Photo of the Day page on its website. Snowbird created a YouTube channel in 2007 and launched Facebook and Twitter campaigns in 2009.

“Thanks to social media, our guest experience doesn’t end at the bottom of the mountain. It continues as they post photos, and engage with us well after their vacation is over. We strive to create a spectacular experience both on and off the mountain,” says Emily Moench, communications director for Snowbird.

Category 3
24,999 to 10,000 fans

First Place
America First Credit Union

What started out as a way to talk to a younger demographic became a company-wide conversation when America First Credit Union started using social media. The credit union discovered people across a wide spectrum were using Facebook and Twitter, which let it start interacting with people where they were already at, says Nicole Cypers, PR and community outreach administrator.

Cypers says social media has allowed members to post questions or give feedback and get immediate responses. “We enjoy feedback, both good and bad, so America First can continue to improve the service our members receive. By carefully listening to what members are saying, responding promptly to concerns, offering proactive tips and inviting conversation, America First drives member engagement to gain new business and earn loyalty.”

The credit union also uses social media to talk to members about its community outreach, giveaways and events. Cypers says, “[E]ach and every ‘like’ on Facebook has the potential to help the members grow financially.” The company hopes to help all of its members, and potential members, with financial advice, information about services and product information. Though Cypers says she knows a lot of people come for contests and prizes, the credit union tries to keep them there with helpful information to make their lives better.

Second Place
Utah’s Hogle Zoo

Utah’s Hogle Zoo knows how much social media has helped the organization communicate and connect with guests. Community Relations Coordinator Erica Hansen says, “In this day and age, where so much of what people experience is automated, social media allows for a more personalized exchange. I’m able to answer all guest questions and complaints in an open forum. I think it’s also important to be where our audience is.” While she’s had to experiment to see what works, Hansen says she can always do something no other business can: “When in doubt, feature an animal!”

Category 4
9,999 to 3,000 fans

First Place
Burg Pediatric Dentistry

Building trust and relationships with patients is what pushed Burg Pediatric Dentistry onto Facebook. The company realized about a year ago that because so many people were using social media, it would be a great way to reach current customers as well as potential customers through its fan base. “Social media plays a huge role in getting our name out there. People see that their friends have liked us, or are friends with us. That instantly validates us and makes us more trustworthy to those people,” says James Childs, vice president of business development.

Page 1234
Utah Business Social
UB Events View All
Health Care HeroesUtah Business Event
Oct 21, 2014
Please join us, along with our sponsors, MountainStar Healthcare, and Roseman University in honor...
Content Marketing BootcampUtah Business Event
Oct 28, 2014
Please join Utah Business Magazine, along with our sponsor Adobe, for an in-depth, hands-on, educ...
Community Events View All
Disarmingly Honest Approach to Sales!
Sep 18, 2014
Do you ever leave a sales interaction frustrated that the prospect holds all the cards? You have ...
Profire Energy Ribbon Cutting
Sep 18, 2014
On September 18, 2014, Profire Energy will be unveiling its newly expanded headquarters (with 35,...

info@utahbusiness.com  |  90 South 400 West, Ste 650 Salt Lake City, Utah 84101   |  (801) 568-0114

Advertise with Utah Business

Submit an Event

* indicates required information
* Event Name:
Price (general):
Website (if applicable):
Coordinator's Name:
Coordinator's Email:
Coordinator's Phone:
Venue Name:
Venue Address:
Venue City:
Venue Zip:
Event Capacity:
Date(s):
to
* Event Description:
  Cancel