Then along came social media, and the retailer drastically changed its strategy. Today its brands—Gap, Banana Republic, Old Navy, and Athleta—engage in online conversations. Customers crave this back and forth and want the story behind Gap’s products, Sue Kwon said during a recent conference on crisis communications and social media. Kwon is the parent company’s director of digital media and chief of editorial.
I recently discussed how Gap engaged its 130,000 employees with a straightforward social media policy. Here are some insights into how the company and its chains describe the purpose of its various social media channels.
• To build a community where customers and employees interact.
• To craft online identity, seed conversations, enhance reputation, and distribute exclusive marketing content.
• To talk to customers in real time, share content, answer questions, and lead followers to Facebook, corporate blogs, and YouTube.