Share the Social Media Knowledge
By David Dorf on Jul 13, 2010
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.