Social media at a local level is tricky for big companies. Some think they can mimic their national marketing on a smaller scale, and some would rather not hand over the reins to local employees. This isn’t simply a marketing issue; according to Whole Foods Market Director of Social Media and Digital Marketing Natanya Anderson, it’s a company culture problem.
She says that to make their local social media programs work, Whole Foods Market has to trust their employees at the individual store level. In her presentation at SocialMedia.org’s BlogWell conference, Natanya shares why they empower their local employees to connect with their communities instead of duplicating their bigger social media strategies.
In this presentation, Natanya also discusses:
- Which conversations are better suited for local marketing
- How local social media is helping them understand their customers’ specific shopping habits
- Why social media at a local level is “not all unicorns and rainbows”