Tailor your strategy to your brands, says Newell VP

01/21/2010 | SmartBrief/SmartBlog on Social Media

Companies should avoid monolithic social strategies and instead tailor their approach to the needs of their specific brands, says Bert DuMars, Newell Rubbermaid's vice president for online marketing. Social media is flexible enough to solve a wide range of problems, DuMars explains. Newell's Graco line uses social media to humanize the brand, he adds, while its Rubbermaid brand's social efforts are more focused on explaining how its products can fit into people's lives.

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