Video: What General Mills looks for in community managers

Aaron Miller shares how they're building a new team of community managers to act as the voice of their brands.

General Mills understands that people are passionate about food. So passionate, in fact, that they needed someone more connected, more opinionated, and more loyal than the agencies who were running their social media platforms. They also knew they were missing an opportunity to actually learn from the people who were talking to them and about them in social media.

That’s why General Mills’ Social Media Engagement Manager, Aaron Miller, pushed for hiring community managers. In his presentation at’s BlogWell conference in Los Angeles, he shares why he wasn’t looking for social strategists, but people who could be creative, write well, handle apologies, and most of all, love people.

From his presentation you can also learn about:

  • A community manager’s most important job
  • Why community managers are not marketers
  • How Aaron convinced the executive suite to hire them

General Mills: Building a Team of Connected Community Managers — presented by Aaron Miller from on Vimeo.


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  1. david

    I think he should hire me.

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