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:
- 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?