May 25th, 2011 By Jack Morton
Great article in Ad Age about The Home Depot’s program to designate a group of store associates as a hybrid of in-store and social media customer service providers.
What’s intriguing to me about The Home Depot’s approach:
— They thought about simply adding people to their corporate communications staff but decided their social media store associates really needed ongoing exposure to products and “live” customers
— After some months of trying the program they’ve found that the social media store associates are doing a fantastic job of generating content—both adding their own and inspiring feedback and dialogue with customers
So, the learnings?
— Hybrid works: combining offline and online is key
— Experience matters: maintaining ongoing visibility in and to the store adds to the value of the content