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Description: WHEN the phone rings at a call center inside a former department store here, it’s as much story time as sales time. As in: I was in Maine four summers ago. What’s it like in the winter? Or: Our dog ate my husband’s favorite slippers. Can you help me replace them before he finds out?


Date: December 7, 2011

As the holiday orders pour in, some 3,600 L. L. Bean employees in this old mill town and elsewhere in Maine work the phones, answering questions, taking orders and, quite often, listening to warm, fuzzy stories. Customer service is a hallmark of this venerable Maine retailer, which turns 100 next year.

But this Christmas season, there’s a new twist: in addition to traditional phone orders, L L. Bean is wading boot-deep into social media. A 10-member team was recently created to interact with customers on social media platforms like Facebook and Twitter.  READ REST OF STORY

Questions for discussion:

  1. What should be the policy of businesses in using social media to market their company??

2.  Is it appropriate to use social media as a business but to portray your presence in Social Media as an unattached third party rather than an interested employee agent of the firm?

One Response to “Keeping Up With Posts and Tweets Down East”

  1. Laura

    There are many aspects of using social media to market a company. It is interesting to consider how powerful a medium the internet can be for the success or failure of a company, whether it has an internet base or not. Buying add time on television may result in several millions of viewers seeing the add, but add time on the internet, or using Facebook or Twitter to spread an idea, essentially has an unlimited reach. The policy of a business with regards to social media needs to vary with different types of businesses. There is a vast difference between a law firm and a toy manufacturer happily tweeting away on an hourly basis. Both the content, and the underlying message behind that content need to be closely considered as a business would with general marketing. A great example of a business that has successfully used social media to promote their product is Old Spice. They used humorous tweets, hilarious Youtube videos, as well as a basic commercials to capture the interest of the younger generation that had previously considered the product to be outdated. However their strategy will not fit well with businesses of a more serious nature. Essentially, social media should be treated as an extension of regular marketing, with the same amount of thought and research put into it as with a commercial or magazine add.

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