Discover leverages social media to enhance customer loyalty and brand advocacy. Their social strategy involves around-the-clock monitoring and engagement on social channels to provide timely, meaningful solutions to customer issues. Discover takes a personalized approach to social media by proactively engaging with customers and sharing valuable non-promotional content. Their goal is to establish trust and be seen as a trusted partner by being available seven days a week to answer questions and provide expertise on topics like personal finance.

1. Social Stories
Laurie Blase
Senior Social Media
Associate
Our goal is to fully listen to what
the consumer is saying and
provide a timely, meaningful
solution.“
The Why: Social Goals
To extend brand advocacy and enhance loyalty through
connecting and engaging with cardmembers on social.
The What: Social Strategy
Discover leverages social channels to further deliver
on the expectation of great customer service through
around-the-clock monitoring and near real-time
engagement with their social community.
The How: Social Tactics
• Great customer service isn’t only about resolving
issues; it entails creating great experiences. Discover’s
social team proactively engages with cardmembers
on a personal level, proving there’s a human behind
the brand.
• Social never sleeps—Discover makes themselves
available to chat and meet consumer needs seven
days a week from 9 am ET to midnight ET via their
corporate Twitter handle.
• Discover creates engaging content that taps into
cardmembers’ broader interests to stay top of mind
as a valuable brand even when there isn’t a problem.
For example, movie-loving customers enjoy the
theater experience even more with a Cashback
Bonus® when the purchase is made with their
Discover card.
• Establishing trust is at the core of strengthening
customer relationships and building brand loyalty.
Discover is committed to engaging with customers
when a question needs answering, but they’re
also committed to sharing their expertise on
financial-related topics, such as the home buying
process or student loans, to be the trusted partner
customers need.
Here’s a social story about embracing the voice of the
customer to provide superior customer care from
Discover, a direct banking and payment services company.
A story from: “A Day in the Life of a Community Manager” blog post
With the expertise of Discover’s (rock star) customer service team on my
side, I am able to focus more of my time and attention on building our social
community and fostering individual relationships with customers.
“