Starbuck’s Alexandra Wheeler: forget social strategy, think social philosophy
Earlier this week we reported how Starbucks hit a new milestone in social media marketing, the first brand to surpass 10 million Facebook fans. A few weeks back I had the opportunity to interview Alexandra Wheeler, Starbucks’ director of digital strategies, on the sidelines of the Social Media Influence conference.
She spoke of the profound importance to get buy-in from the top level of the organization (in the case of Starbucks, that comes from founder Howard Schultz) in order to implement not just a successful social media strategy, but a philosophy. There’s a big difference. Hear for yourself:
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