How Sam's Club Grew Social Media by 2400%

Sabrina Callahan, Senior Director of Brand and Social Marketing at Sam's Club, joins the Social Pros Podcast as the first guest in a brand-new series called Social Pros Deep Dive. This series takes a closer look at businesses' social strategies, explored over several episodes. Social media has become so important and complex that trying to summarize it in just one episode means leaving out a lot of detail. To kick things off, series one focuses on Sam's Club, the much-loved wholesale membership club. The Sam's Club Deep Dive is a five-part series that puts social media at Sam's Club under the microscope. Tune in as Social Pros interviews different team members over five episodes to find out how the busy team operates their social media strategy. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Upfluence Supermetrics Full Episode Details When done right, social media can have a remarkable effect on company growth. A great example of this is Sam's Club, the popular wholesale membership club. Sam's Club dramatically expanded its social media team from just two to 50 employees and has seen growth and engagement skyrocket. In part one of five episodes in the Sam's Club Deep Dive series, Social Pros speaks to Sabrina Callahan, Senior Director of Brand and Social Marketing. Sabrina discusses what it takes to run a growing social media team and how she handles all the moving pieces. She describes how Sam's Club structures its social team and campaigns, plus its future plans. Sabrina also introduces us to some of the other cast and characters in the Sam's Club social team, who will join the podcast over the next few episodes. All five episodes are out now, so get ready to binge! As this is a brand-new series, we'd love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly at [email protected]. In This Episode: 7:00 – Why Sam's Club expanded the social team so rapidly 9:48 – The importance of having an advocate in your company for social media 11:25 – How the Sam's Club social team is structured 19:10 – Sabrina shares what qualities she looked for when hiring the social team 24:25 – Why Sabrina focused on building the brand identity, then the social channels 27:54 – How a member's experience differs between digital and brick-and-mortar shopping 30:15 – What Sam's Club got right with its COVID-19 approach and messaging 35:54 – Sam's Club's primary goal with social media 39:15 – How the pandemic affected Sabrina as a social pro 43:09 – Sabrina's top tip for social pros 44:50 – Who Sabrina would love to have a video call with Resources Get the new State of Marketing report for free from Salesforce Download Upfluence's Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.