No free shots. It sounds like the policy of a college bar, but it’s actually the new social media approach for one of the world’s largest corporations.
Walmart has begun politely fighting back on Twitter, according to the company’s digital communications team. That’s actually a major shift. Before this, Walmart was largely passive in regards to criticism lobbed its way via social media.
It has decided to stand idly by no more.
has the story of how the retail giant will now respond to unfounded criticism—including astonishingly vulgar posts like the one from a job applicant in the article’s first paragraph.
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Frankly, it has to be a relief to either the poor agency or internal staffers that have undoubtedly been struggling for years to get the company to act like humans in the social space.
“The company can’t possibly respond to all of the 60,000 social mentions it sees each day. Data lets them figure out which ones need a response — and just as importantly, which to leave alone.”
Other changes the team has made include expanding Walmart’s Twitter presence from one account to seven, all of which are managed by a 20-person marketing team.