Existing conversations drove First Direct to embrace social media

07/21/2011 | eConsultancy.com

First Direct's social media activity came about after the company realized it was already the subject of online chatter, but was doing nothing to respond to or shape the conversation, says Amanda Brown, the company's head of public relations. That realization helped drum up executive support and employee enthusiasm for a social media drive, Brown says. "From a brand point of view, knowing you're vulnerable in that way is a pretty strong incentive to make a change," she says.

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