nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Social Media at Work:
Who, Where, & When?
Answering the Critical Business Infrastructure
Questions That Come with Leveraging Social Media
Photo via Flickr user Dell’s Official Flickr Page
Where? The Command
Command Center Considerations
‣ Sizzle vs. Steak
‣ Big Promise That You’ll “Be There” (Will You Be?)
‣ Cost — Is It Worth It?
‣ Careful the Command Center Isn’t a One-Off — Ensure
It’s Part of a Larger Strategy
Social Media Space
‣ Need a Purpose — Event vs. On-Going
‣ Type of Space Required
‣ Team Size Needs
WHO? We have an interesting set up where we have a few different community
managers. One of our web development team members manages our Twitter
account. Our Associate Brand Manager manages our Facebook account. I as the
ADMM manages all of the emerging platforms and also oversees strategy for all of
WHERE? Two Ben & Jerry’s digital team members in the United States. Plus our
digital agency, Edelman. To help communicate and share information we have an
internal social network we use to share best practices and information.
WHEN? We sell Ben & Jerry’s from Japan to Australia to England to the United
States, so there is always a Ben & Jerry’s that is open, or a store where you can
buy our product. Because of this we do a lot of community management outside
of our “normal” 9-5 hours. Our community managers tend to check their networks
multiple times a day to respond to consumers.
WHAT DO YOU LOVE MOST & WHAT’S YOUR BIGGEST OBSTACLE Talking
with our fans is always the most fun. Because of our scale the biggest challenge is
ensuring consistency across all of our platforms and establishing best practices we
can share with one another.
Mike Hayes, Assistant Digital Marketing Manager
WHO? Our team is constantly growing. Hooray! Currently, there are 7 of us
reporting to the Communications Team at large.
WHERE? Distributed, with the majority of us in New York City (our social center).
Still working on a good name for it!
WHEN? 24/7 — allowing a few hours for sleep. Just a few.
WHAT DO YOU LOVE MOST & WHAT’S YOUR BIGGEST OBSTACLE
Communicating directly with consumers, 24/7. The biggest obstacle would have
to be applying the great amount of information our team sees on a minute-by-
minute basis to other departments, where it can provide insight to influence their
Emily Schildt, Director of Consumer Engagement
WHO? I am the lead for social media, but our corporate, local-store marketer does
a lot to aggregate content and photos. I respond mostly to complaints/concerns/
serious customer interaction. He is responsible for the "fun" aspect of our social
media in a lot of ways. All social media nonsense reports to marketing.
WHERE? I work almost entirely out of the corporate office in Coralville, IA. JayJay
(local-store marketer) travels all over the midwest and works remotely when he is
on the road.
WHEN? I listen outside of 9-5. Any content posting done after those hours is
typically scheduled posts. Most interactions happen within work hours, as my
focus is more on work. I typically only look for serious offenses or PR concerns
online on "off-hours" that might need responding.
WHAT DO YOU LOVE MOST & WHAT’S YOUR BIGGEST OBSTACLE I love the
breaks between "corporate responsibilities" in which I get to interact with
customers online. The biggest obstacle for me was leaving a position in the
company in which I was solely devoted to online practices and strategies and move
to being consumed with all marketing responsibilities.
Reid Travis, Director of Marketing Communications
WHO? Within our Marketing team we have the eMarketing team, of which I am a
member of, along with 8 other individuals. I single-handedly have responsibilities
for managing our social media presence.
WHERE? The entire Marketing team is in our HQ building, with the exception of
our 4 showroom managers who are in other areas of the country.
WHEN? I am actively looking for shareable content within the 7-5 work week,
with the exception of Pinterest. I usually dedicate an hour here and an hour there
to pinning new content on the weekends. I will immediately respond to comments
or @ mentions, however. That I certainly don't confine to the typical work week
hours. There simply isn't enough time to do all of this during the work week,
especially if, like me, you are responsible for other Marketing initiatives outside of
WHAT DO YOU LOVE MOST & WHAT’S YOUR BIGGEST OBSTACLE Love
most: sharing great comments/success stories that our fans post with the
relevant/appropriate member of the HON team. Biggest obstacle: while social
media has made tremendous strides in proving itself as a relevant business
practice, I still have to work extra hard to prove that my role is a viable, ROI-
driven Marketing form. "How does this increase sales?” is a common question
that I get that is still difficult to answer concretely.
Liz Schulte, eMarketing Specialist
Not Going Anywhere
Photo via Flickr user nate steiner
The Biggest Obstacles to
Internal Social Media Adoption
The Time Objection:
“I Don’t Want My People
on Facebook All Day ...”
Photo via Flickr user west.m
Another Time Objection:
“Our Team Doesn’t Have
Time for This ...”
Photo via Flickr user klynslis
Alternate Time Objection:
“We’re Waiting on the
Corporate Initiative ...”
Photo via Flickr user wwarby
The Talent Objection:
“We Don’t Have the Right
Kind of People ...”
Photo via Flickr user joelogon
The Terror Objection:
“People Will Say Bad
Things About Our Brand!”
The Terror Objection:
“We’ll Lose Control!”
Photo via Flickr user Robert Couse-Baker
Answers to the 3 Ts
‣ Time — Organize Efficiently; Outsource As Needed
‣ Talent — Training & Hiring for Communications – Trust!
‣ Terror — Helping Leadership Understand the Shift
time, talent, & terror are opportunities to build
in a Social Organization
‣ Brand Ambassadors — Encourage a culture of
‣ Internal Collaboration via social tools like
Chatter and Yammer
‣ Fostered Through Sound Policy