Upscale frozen-yogurt franchise Pinkberry opened its Harvard Square location in April with what every business would hope for: lots of customers. However, long lines pushed some upset customers to start tweeting about their experience. The corporate social media team of two was monitoring the gripes on Twitter and reached out to that store location, which distributed gift cards to customers who were being turned away. “Angry tweets turned into happy tweets,†says Pamela Naumes, Pinkberry’s digital director.
With a social media team of two, it’s hard to understand how Pinkberry “stays on†after hours. (There were 138 storefronts across 15 states and 14 countries at the end of August.) But a solid strategy that includes input from a cross-functional team helps Pinkberry contribute and add value to the ever-changing online world. Read on.