社交媒体热潮五大明星公司

最佳市场营销

美国运通

这家坚定的社交媒体用户，仍在继续挑战数字营销的极限。

    公司网站及社交媒体账号：americanexpress.com; @AmericanExpress

    自从2010年登陆Facebook，发起“小型企业的星期六”（Small Business Saturday，为鼓励消费者在当地商家购物而人为设立的一个节日）以来，美国运通【American Express，《财富》500强（Fortune 500）】市场营销团队对社交网络的使用便一直广受赞誉。这项活动迅速扩展，为买卖双方搭起了一座桥梁。

    这家金融服务公司继续利用这类社交工具来推广产品。2011年，它开发了一款社交服务，来代替优惠券：将信用卡与Twitter、移动支付服务Foursquare和Facebook账户关联的美国运通用户可以在参与活动的店铺获得特别折扣。最近的#PassionProjects活动支持一个创意社区发布微博表达它们对获得Kickstarter式大众融资机会的热情。

    领导者对社交媒体的投入也为美国运通赢得了额外的加分。（美国运通CEO肯•切诺特是Facebook首席运营官谢丽尔•桑德伯格的好友，也有一定的作用。）——I.M.

Best in marketing

American Express

A longtime social media stalwart continues to push the envelope in digital marketing.

    americanexpress.com; @AmericanExpress

    American Express's (AXP, Fortune 500) marketing team has been winning plaudits for its use of social networks since it took to Facebook to launch Small Business Saturday (a made-up holiday encouraging consumers to shop with local merchants) in 2010. The campaign went viral and helped connect buyers and sellers.

    The financial services company continues to take advantage of such tools to promote its products. In 2011 it developed a social substitute for coupons: AmEx customers who link their cards to their Twitter, Foursquare, and Facebook accounts can get special discounts at participating stores. More recently #PassionProjects lets a community of creatives post and tweet about their passions for a chance at Kickstarter-style fundraising.

    AmEx gets extra points for its leaders' commitment to social media. (It helps that CEO Ken Chenault is friends with Facebook operating chief Sheryl Sandberg.) --I.M.