Taxing
How do you create an online social community around a group that’s really only interested in your brand 16-weeks of the year?
ÂThat was the frank way Denise Sposato, director of communities at H&R Block, put the tax preparation brand’s online social networking strategy. It’s been a learning process, she added, noting that H&R Block initially was “a little too entertaining†in its social media approach, and that it’s taken it a while to find the right mix of education and entertainment.
ÂInterestingly, the biggest driver of traffic isn’t anything H&R Block did itself, but something the federal government did: Three major changes in the tax law.
“That drove numbers. People were hungry for information,†she said.
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