Description:
In this two-part series, PepsiCo and The Hershey Company will help customer care professionals:
- Learn the fundamentals of social media monitoring and explore appropriate tools and strategies needed for effective social listening and measurement.
- Learn the importance of building relationships with your consumers and growing brand love.
- SOCAP Member: $86
- Non-Member: $120
Maria Burn, Consumer Relations Digital Analyst, PepsiCo, Inc.
Learn the fundamentals of social media monitoring and explore appropriate tools and strategies needed for effective social listening and measurement.
In this session, participants will learn more about:
- Tools for monitoring and selection of social listening and measurement platforms (HootSuite, Radian 6, etc.)
- Understanding and utilizing sentiment, volume, sources, and insights from social conversation
- How to align marketing goals with social media opportunities
- Techniques for listening, monitoring, research & analysis of social media initiatives
- Tools and resources - free and paid
- Best practices and possible case studies and real-life examples
Amanda McCullough, Social Media Specialist, The Hershey Company
Stephanie Seber, Social Media Specialist, The Hershey Company
Learn the importance of building relationships with your consumers and growing brand love.
Building Relationships with Consumers
- Understanding the importance of brand tone of voice on social, as shown through Hershey’s social strategy examples
- Surprising & delighting fans as an opportunity to build fan loyalty and positive experiences
- Building excitement for Hershey’s Chocolate World visitors by responding to Facebook Reviews and online inquiries in real-time
- How Reese’s took an innovative approach to conquering fake news
- How Hershey handles topics around allergens and other sensitive issues
- Going above & beyond for the consumer and reimbursing on social media


