Tag: michelle kostya

Michelle Kostya on RIM’s Approach to Social Media and Its Evolution

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@blackberryhelp tweet
RIM’s social media team printed out shirts with sweet tweets. This tweet comes from a #teamblackberry fan @70s_Kid.

Michelle Kostya, Program Manager, Social Media Support at Research In Motion, was the guest speaker at a regular event put on by Thornley Fallis, called Third Tuesday here in Ottawa. Here is a description of last night’s event:

As RIM evolves its platform, it’s also using social media to reach out to its users and engage with them in online community and social media. Michelle Kostya is one of the people charting out RIM’s path in social media. And she’s our next speaker at Third Tuesday.

The history behind social media at RIM is also a story of how the company has changed over the years in terms of customer base, as it shifts from purely enterprise to also supporting consumer smartphones. In the beginning, RIM had solely an enterprise market to cater to and customer service was focused on serving this market in a 1 to 1 relationship. Marketing for enterprise was more traditional and it was difficult to collect feedback on how the marketing message was being received. In the last few years, the market has shifted to consumer smartphones and reaching this audience required a new set of tools, because enterprise style customer support and marketing isn’t as effective.
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