For the last two years, Ekaterina has been part of Intel’s Social Media Center of Excellence. In addition to developing social media policy for their 80,000 employees, the center is also responsible for strategy, training and monitoring. Ekaterina manages Intel’s Facebook page.
Have you ever wondered how a business handles more than a million Twitter fans? Want the inside scoop from the largest retailer on Twitter?
Even if you’re a small business, there’s some great insight to be gained from Marla Erwin, Interactive Art Director for Whole Foods Market. Marla was instrumental in creating Whole Foods’ acclaimed social media program and the results have been phenomenal! For example, in the first year, Twitter.com/Wholefoods gained a million Twitter followers. It has now surpassed 1.75 million people.
If you’re not familiar with Whole Foods, it’s the leading natural and organic food store in the world with nearly 300 locations in North America and the United Kingdom.
Whole Foods Market is the most popular retailer on Twitter and is a leading example of Twitter’s power to build millions of relationships a single customer at a time. Here are key excerpts from our interview (you can listen to the entire exchange at the end of this article).
Yet, how do you pull off “authentic” while maintaining the company brand message?
It’s tough enough for a small business. What if you’re #2 on Business Week‘s best global brands list, with nearly 400,000 employees across 170 countries?
At IBM, it’s about losing control.
“We don’t have a corporate blog or a corporate Twitter ID because we want the ‘IBMers’ in aggregate to be the corporate blog and the corporate Twitter ID,” says Adam Christensen, social media communications at IBM Corporation.