Tan Lam is the Social Media Manager at Airbnb, where he inspires online engagement and leads a global team of Social Media Content Coördinators. At The Social Conference Tan will explain how to find real value in and meaning behind the connections we create in our online communities.

Prior to Airbnb, Tan designed the social media strategy at Specialized Bicycle Components, where he focused on community growth, increased engagement, and brand evangelism. Tan specializes in creative content marketing, customer service, and strengthening brands through community love.

 

To better get to know Tan we have asked him five questions about social business.

What do you think are the biggest challenges companies are facing today in the field of social business?

Most companies STILL have no idea what to do with social media. They think it’s something they “have to do.” They’ve heard stuff like “have a conversation,” but I speculate they wonder what the heck that’s good for. 

 

Our visitors are professionals and managers with responsibility for social strategy, communication, PR, HR and marketing. What would be the biggest key take away for them after attending your presentation?

I’m challenging myself to create more meaningful ways to inspire and invite users to our brands, while giving them many reasons to stick around. These details create the big picture of what is perceived, remembered, and shared.

 

What other presentations at the conference are you looking forward to and why?

I’m intrigued by what Richard Millington is doing at Feverbee with social science principles informing community building. The giffgaff story is also one of my personal favorites so I’m looking forward to hearing more from Vincent Boon on how their model is evolving. 

 

What is your biggest social media success and what was your biggest #fail (what did you learn)?

During last year, I was most proud to have helped with Airbnb’s Wish Lists and Neighborhoods launches. Both products highlight our share-worthy content, enrich the travelers’ experience, all while building trust in us as a travel authority. Although I’m early enough in my career to have dodged an epic #fail so far, I’ve had my fair share of missed opportunities and shortcomings around sub-par copy writing and underutilizing analytics in social. 

 

Is there anything that you would like to ask our visitors?

Thank you for the opportunity. I love asking questions. I’m sure I can ask many but here’s one I think is a moving target for most marketers:

As a consumer, what does it take for a brand to start and keep relationship with you?

 

We want to thank Tan for his openness. You can leave your remarks and answers to his question in the comment section below.