Social Bites: Ericsson/Lumus/Jerusalem Tourism

What’s your name?

Mordecai Holtz

What major social media account(s) do you (or did you) manage?

Run the strategy for Ericsson; Managed Lumus (AR space); city of Jerusalem’s tourism

What was the best thing about managing these accounts?

Best thing is the opportunity to tell a unique story and convey multiple angles of the brand.
The ability to frame, shape and define how best to present the brand in social channels.

The opportunity to engage with and interact with customers, fans is exciting. It’s like a day-to-day meet up.

What was the HARDEST thing about managing these accounts?

Finding time for everything; Creating fresh and meaningful content for each audience; Getting executive or client approval

How did you think up your posts?

Created themes and topics and then started to develop each one using the stories, data and content.

Tweet from Ericsson about Storytelling 2.0

Was there a long approval process for social content or were you trusted to pretty much do your own thing?

In each place the process was different.

What have some of your most popular posts been, and why do you think they struck such a chord?

The most popular ones were UGC. It changed everything in terms of time, energy, effort. It scaled our content efforts and provided our audience with a reason to stay connected.

What have some of your favorite posts been, even if they aren’t necessarily the ones that went “viral”?

My favorite ones were when working with city of Jerusalem was the unique angles in which our fans (tourists) found to tell the story of the landmark or place.

What do you wish you knew before you started managing this account that might have made things easier at the beginning?

Before managing any of these large accounts the most important thing that would have helped would have been to hear from and understand better the boundaries or points of contention. It frames the content.

What’s your advice for someone starting out in social?

Learn to tell good stories. You’ll probably make mistakes at some point and don’t let it get it to you.

What’s your advice for brand managers to get the best out of their social media managers?

Give them the tools, budget and resources. Don’t skimp out. Enable, empower and engage them. Let them hear the stories from the data team. That will make the content much more meaningful.

Social Media Day tweet celebrating Ericsson's social media team