June 17, 2013

Social media not friendly or forgiving to business

A clash between a motorist and a cyclist that moved online results in a loss of corporate sponsors.

By Jessica Hall jhall@pressherald.com
Staff Writer

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Each L.L. Bean retail store also has its own Twitter handle managed by a store manager. The company has 26 Twitter handles for the stores, marketing, customer service, the Bootmobile and outlet stores.

"We try not to share the same contact on all our social channels at the same time. Our goal is to share our content in unique ways to appeal to different followers. ... Your followers want to feel they are discovering unique content that will then compel them to share with their network of friends and followers," said Laurie Brooks, senior public relations representative.

L.L. Bean fields occasional Facebook questions from customers about where its merchandise is made, and will point them to the company's iconic Bean Boots, which are made in Maine, and a range of products from housewares to dog beds to some apparel that is made in the U.S.

"We try to resolve any customer service issues publicly on the social channel where the customer contacted us," Brooks said. "The only time we will take the conversation offline is when we need to obtain the customer's personal contact information or order information. Then we will resolve the issues by telephone or mail."

Jessica Hall can be contacted at 791-6316 or at:

jhall@pressherald.com

 

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