Share the Social Media Knowledge

foursquare.png
Social Media Middlemen is a blog posting that discusses the fact that employees need to be trained regarding their company's social media programs. Its frustrating when you try to use a promotion from Twitter and the store associate asks, "what's Twitter?" For promotions to be effective, store employees need to understand how they work, perhaps even to the point of being able to help customers subscribe. When a customer asks how they can access more deals, every store employee should be able to suggest the customer use Facebook, Twitter, FourSquare, etc., and in some cases show them how to sign up.

I've seen the same thing when talking to the management ranks of large retailers. They understand social media and its place in retail, but often they are unaware of their own company's efforts. To be effective, everyone needs to some awareness so brand image can be consistently enforced.

Chili's, for example, ran a promotion via Foursquare and had the forethought to include some instructions for their staff:

@ Chili's Grill & Bar: Check-in @ Chili's & get free Chips & Salsa on every check-in! Simply show your server the screen after checking-in! Chili's servers, use coupon code #23 to redeem.

With this approach, at least there's some hope the server will actually know what to do, although I bet they still won't know what Foursquare is.

Comments:

Hi David,

Thanks for the response to my post. Awareness and training are critical aspects of making sure that promotions and campaigns are successful --- especially true if they involve new social tools!

Tom

Posted by Tom Cummings on July 14, 2010 at 06:42 AM CDT #

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David Dorf, Sr Director Technology Strategy for Oracle Retail, shares news and ideas about the retail industry with a focus on innovation and emerging technologies.


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