How the USPS Built a Social Media Program that Combines Content and Customer Service

Nicholas Sucich, the Executive Producer of Digital Communications at USPS, joins the Social Pros Podcast to discuss how social can bring you closer to your customers.   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 Emma   Full Episode Details   Customer service is the bloodline of most businesses and the rise of social media has enabled brands to pursue a direct connection with their customers. However, a lot of the time, it's easier said than done.  Working for a 600,000-employee federal agency is far from being the most fertile ground for social media communication. This is the challenge that Nicholas Sucich, the Executive Manager of Digital Communications at USPS faces on a daily basis. People are sending less mail these days and, in many ways, social media is to blame. So, how can you make social an integral part of your digital communication strategy when there are literally thousands of players and not everyone remembers you're all on the same team? It starts with getting social media approved in your organization and to do that, you need to get a seat at the table and sell social to your corporate leadership.   In This Episode:  05:23 – How to use social media as a customer service outlet 07:31 – How to use data and insights to improve social listening 10:20 – How to manage social communications at scale 16:23 – Why you should establish social media protocols for employees 19:40 – How to use social media as a recruiting tool 24:46 – How to prepare and plan for crisis communications on social 34:07 – How social media compares to traditional forms of broadcasting   Resources Get the new State of Marketing report for free from Salesforce here. Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here. Take your email marketing strategy to the next level with help from emma.   Visit SocialPros.com for more insights from your favorite social media marketers.