As we've explored before, a business of any size is going to be challenged to stay on top of its social footprint. When we've run social presence audits for hospital networks, we usually find a multitude of social media "points of presence" including those for the corporate brand, individual hospitals, specialty centers, departments, programs, campaigns, doctors, nurses and even the gift shop!
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Does it feel like employees are reading from a different social play book...working at cross purposes?
As the CMO, you probably see social as something best left to the team at HQ to communicate the big brand messages. You may even consider social media at the store level as something unruly, that "doesn't move the needle," and which brings unwanted brand risk. However, your store managers probably look at it differently. From their point of view they are responsible for driving sales to their stores and who knows your local customers better than the local team? So, your store managers probably see social media as something which can "move the needle" for their store.