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Andy’s Answers: How Corning tells their diverse business-to-business story with a grassroots social media strategy

If you’re one of the 21.8 million people who have seen Corning’s “A Day Made of Glass” video on YouTube, you know that they’re great at creating glass technologies for the future. What you might not know is that they’re also innovating in environmental sciences, life sciences, and fiber optics, to name a few.Nicola Pytell,

According to Corning’s Supervisor of Social Media Programs, Nicola Pytell, it’s a challenge to tell all of these stories at once, especially in social media. In her presentation at‘s BlogWell conference in New York, Nicola explains how she creates a rich, yet focused social media content calendar for a business-to-business with a lot to offer (all without a budget).

Here are some big ideas from her presentation:

  • Take time to listen first: As a conservative, 162-year-old business with a lot of intellectual property to protect, Corning’s social strategy needed to reflect their style: visionary yet mature. Before Pytell started posting in Facebook and Twitter she made some key decisions about the brand’s voice — for example, never telling fans to “like this post.”
  • Turn what your audience is already talking about into scalable conversations: With a ton of new followers from their hit YouTube video, Pytell had to find a way to keep them interested. Her content strategy brought together all of Corning’s innovations so that fans of their glass technologies could also talk about other stuff Corning is working on.
  • Social media should be the cherry on the sundae: According to Pytell, social media should draw in audiences to learn more about your company. But to keep it digestible and friendly, it should also point to your bigger picture where the curious can dig deeper into the business.

If you like this presentation, see more great social media case studies like it live at’s BlogWell conference August 6 in the Bay Area.

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