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Our Social Media/New Media Unstrategy

The following is an email I shot out to all Dyn employees recently about our efforts using social media and new media content channels. I don’t like to overly define these mediums as “social” because they aren’t all social, I don’t like to overly define these mediums as “new” because they aren’t all new and most importantly, I don’t like to define this document as a “strategy” because it’s not a calculated strategy by any means.

I guess what I’m trying to say is this: I sent this email because I was asked to and I’m sharing because I think our audience deserves that much. Everyone has a right to know what we’re aiming to achieve and everyone has a right to try and copy us.

To quote one of our favorite customers in 37signals, “You can’t take the us out of us.”

Dyn Social Media Un-StrategySubject: Social (New) Media Unstrategy

Hi All,

I was asked to document our Social (New) Media Unstrategy. I call it “un” because I can’t stand things that should be flowing, natural and genuine having a “strategy” behind them) and share it with the group so that everyone is on the same page about what we’re trying to accomplish with these efforts.

As much as this work can be viewed as “soft” (it is, actually), it has been an integral part of creating and evolving our brand positioning and bringing our corporate disposition and approach to business to new and different audiences — a truly refreshing stance compared to other Infrastructure-as-a-Service (IaaS) players.

Last night was a shining example of being on the ball, spotting a trend and proactively reacting. While other companies weren’t even online during the Comcast Northeast DNS outage, we were up and hustling to help Internet users get back online through all channels possible:  Twitter, Facebook, LinkedIn, new blog posts, gaming message boards (Thanks, Ed!), etc.

This document will be a growing and ever-changing focus for Dyn: not only the sales and support groups, but for the entire company. We encourage EVERYONE to play a part of the conversation if they choose to, as our knowledge of DNS, Email and culture is representative in each of you.

I also wanted to take this time to thank everyone for your efforts to date and support of these initiatives. Without all of you, nothing we ever achieve would be possible.

Thanks a ton and keep on rockin’.

Does your company have a social media strategy, policy or even an unstrategy? Let’s hear about it below.

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Kyle York
Whois: Kyle York

Kyle York is GM & VP, Product Strategy, and has been a long-time executive, having joined in 2008. Over the years, he has held go-to-market leadership roles in worldwide sales, marketing, and services. In his current role, Kyle focuses on overall corporate strategy, including: positioning and evangelism, new market entry, strategic alliances and partnerships, M&A, and business development. Outside of Oracle Dyn, Kyle is an angel investor, entrepreneur, and advisor in several startups.

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