How J.C. Penney built its social media strategy

08/28/2013 |

As director of social and mobile at J.C. Penney, Sean Ryan says he targets an imaginary ideal consumer modeled on Tina Fey, and crafts content and shapes the brand's voice in order to appeal to a Fey-like reader. Ryan also works with various Penney divisions to craft an effective editorial calendar, and holds regular meetings with stakeholders to ensure he's serving the retailer's business needs effectively.

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