What makes Auntie Anne’s social media director the ‘best’

In three years, Shannon Zimmerman has taken the brand from nearly a zero existence on social media to a leading force, winning PR Daily’s Best Social Media Director award.

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You stop. You buy. You enjoy.

Sadly, you can’t package those mouth watering aromas online. What you can do is offer customers and prospective franchisees a way to engage with the brand.

Under the leadership of Shannon Zimmerman, PR and social media manager, Auntie Anne’s has cultivated a burgeoning online fan base. Her efforts won the Best Social Media Director in PR Daily’s Digital PR & Social Media Awards.

PR Daily’s 2012 Digital PR and Social Media Awards were presented by Synaptic Digital. Learn more about Synaptic Digital here.

Launching Auntie Anne’s Social Media Strategic Team in April 2009, Zimmerman has positioned each of its digital channels as a source of true brand value. The numbers speak for themselves:

• Facebook: From 25,000 fans to 659,000 fans
• Twitter: From zero followers to 27,000 followers
• YouTube: From no presence to 37 videos with 212,000 video views and 375 channel subscribers
• Pinterest: From no presence to 420 followers

What the numbers can’t show, however, are Zimmerman and her team’s simplistic, yet successful methods for engaging stakeholders and followers alike.

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