How do you create an online social community around a group thatâ€™s really only interested in your brand 16-weeks of the year?Â
That was the frank way Denise Sposato, director of communities at H&R Block, put the tax preparation brandâ€™s online social networking strategy. Itâ€™s been a learning process, she added, noting that H&R Block initially was â€œa little too entertainingâ€ in its social media approach, and that itâ€™s taken it a while to find the right mix of education and entertainment.Â
Interestingly, the biggest driver of traffic isnâ€™t anything H&R Block did itself, but something the federal government did: Three major changes in the tax law.Â
â€œThat drove numbers. People were hungry for information,â€ she said.