How Walmart’s PR team uses Twitter

A conversation with the retail giant’s senior director of digital communications reveals how it manages seven different accounts, makes use of promoted tweets, and manages crises.

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@WalmartNewsroom is our official “corporate spokesperson handle” where we issue press releases and other announcements. Perhaps most notably in 2013, it’s also the handle we used to engage Ashton Kutcher. • @WalmartGreen is our channel for talking about sustainability. • @WalmartGiving is where we address our philanthropic efforts. The Walmart Foundation gave over a $1 billion to worthy organizations in 2012 and we give grants in communities across the country so this handle works very well for reaching those audiences. • @WalmartAction focuses on public policy issues and supports our efforts in the communities we serve. • @WalmartHealthy shares news about our ongoing efforts to help customers get fresh and healthy foods without having to pay more. Some of our best performing content has been recipes. • @WalmartVeterans is our newest handle designed to support the ongoing conversation around veterans hiring and other veterans-related issues. • And finally, @WalmartHub is our “parent” handle and utilizes a retweet strategy where all of the best performing content pushed out from the sub-handles mentioned above is surfaced with our biggest following.

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