When companies first began using social media to connect with customers, most large corporations viewed it as a marketing tool that needed to be tightly controlled from headquarters. Lately, however, many companies—with retailers leading the way–are beginning to trust their far-flung troops with the power to speak for the brand on social media, including big names like REI, Whole Foods, Radio Shack and more. Read →
After managing its social media presence from its Seattle headquarters, outdoor retailer REI has decided to try a different approach. This week REI is assigning Twitter handles and tweeting duties to local staff in the 53 markets in which it has a presence. That hasn’t been the corporate norm in America up to this point. Most companies seem to prefer tighter control over the corporate brand, building situation rooms, dashboards and SWAT teams at headquarters to take charge of sending and responding to Tweets… Read →
Home Depot is a brand known for customer service and the extensive knowledge of each associate in-store, on the sales floor. Aiming to keep this level of authenticity while assembling a social media team, they chose to create a ‘hybrid’ job: the social-media store associate. Read →
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