Despite the emphasis on digital communications for promoting the Crocs brand in 22 nations, social media is still used by the company to interact with customers and build customer relations, Chief Marketing Officer Andy Sackmann said in this eMarketer interview. "I don't view our social channel as a large revenue driver. ... When we put our campaigns together and roll out our content strategies, it's more about providing information, engagement and consistent content. It's not necessarily, 'Here is a tweet, now go buy a shoe,' " Sackmann said.