How the USPS Built a Social Media Program that Combines Content and Customer Service

Sep 29, 2019 | Social Media Marketing | 0 comments


How the USPS Built a Social Media Program that Combines Content and Customer Service

Nicholas Sucich, the Executive Producer of Digital Communications at USPS, joins the Social Pros Podcast to discuss how social can bring you closer to your customers.

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Full Episode Details

Sell social up the companyHow the USPS Built a Social Media Program that Combines Content and Customer Service

Customer service is the bloodline of most businesses. And, the rise of social media has enabled brands to pursue a direct connection with their customers. However, a lot of the time, it’s easier said than done.

Working for a 600,000-employee federal agency is far from being the most fertile ground for social media communication.  As a result, this is the challenge that Nicholas Sucich, the Executive Manager of Digital Communications at USPS faces on a daily basis. People are sending less mail these days and, in many ways, social media is to blame.

So, how can you make social an integral part of your digital communication strategy when there are literally thousands of players and not everyone remembers you’re all on the same team? It starts with getting social media approved in your organization and to do that, you need to get a seat at the table and sell social to your corporate leadership.


In This Episode:

  • 05:23 – How to use social media as a customer service outlet
  • 07:31 – How to use data and insights to improve social listening
  • 10:20 – How to manage social communications at scale
  • 16:23 – Why you should establish social media protocols for employees
  • 19:40 – How to use social media as a recruiting tool
  • 24:46 – How to prepare and plan for crisis communications on social
  • 34:07 – How social media compares to traditional forms of broadcasting


Quotes From This Episode:

“If there’s something out there that’s missing, people will tell you and if you’re not taking action against that intelligence, you’re making a big mistake and not paying attention.” 

“Social media is really an integral part of serving the customer well.”

Recruit the right people and keep them passionate. And, understand that what they’re doing is advancing the business forward and creating a stronger company or organisation for the future. Click To Tweet 



What’s your one tip for becoming a social pro?

Nicholas was feeling very generous and offered not just one, but many amazing tips. So, his first tip is to be dedicated and passionate about what you’re doing.

Secondly, make sure the executives that fund your social strategies and programs feel like they’re getting great value for their investment.

Thirdly, be prepared to defend your approach and demonstrate how it’s going to work across the board and with different teams, etc.

Finally, make sure you recruit the right people to work for you. You need a passionate team who genuinely want to help you advance the business forward. 

If you could do a Skype call with any living person, who would it be?

Due to being a car enthusiast, Nicholas would love to have a virtual chat with Jon Moss, the Sr. Engineering Manager at General Motors and the President and Owner of Jon A. Moss, Inc.


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