In this discussion, Alex Shockey, the Global Social Media Manager at FedEx, reveals the intricacies of leading a nimble social media team within a major corporation. She emphasizes the necessity of adapting strategies in response to the fast-paced shifts in social media dynamics. With over 7,000 mentions of FedEx daily, Alex explains how to sift through conversations and highlight impactful stories. They also explore the evolution of customer engagement across platforms and the success of the 'Delivering Thanks' campaign, showcasing creativity and authenticity.
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insights INSIGHT
Adapting to Social Media Changes
FedEx's social media team adapts to the rapid changes in the social media landscape.
They consider social media one of their most rapidly evolving departments.
insights INSIGHT
Social Media Team Structure
FedEx structures its five-person social media team with specialized roles.
Roles include crisis management, social insights, community management, and influencer engagement.
question_answer ANECDOTE
Unexpected Social Conversations
Social media conversations about FedEx often involve political discussions, especially around trade.
The introduction of Roxo, the FedEx same-day bot, sparked conversations about the autonomous workforce.
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Alex Shockey, the Global Social Media Manager at FedEx, joins the Social Pros Podcast to discuss the structure and strategies of the tiny but mighty social media team at FedEx.
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Social media is constantly changing. We know this to be true and yet so many brands struggle to keep up. If successful brands on social have taught us anything it’s that you must embrace change and evolve how you’re structured to meet the needs of social media.
This is just one of the takeaways from this episode of the Social Pros Podcast with Alex Shockey, the Global Social Media Manager at FedEx. Alex perfectly articulates the speed of social media’s evolution and focuses on the importance of identifying conversations on social and finding new ways to bring them to the surface in strategic ways.
As Alex accurately points out, social media is often a soapbox for people to share their opinions. With 7,000+ FedEx mentions per day, Alex shares how she and her team capitalize on these stories and reveals what makes some social mentions worth bringing to the attention of their audience.
In This Episode:
04:28 – A peek inside Alex’s role as Global Social Media Manager at FedEx
09:58 – How FedEx’s social media team is structured
12:51 – How social conversations have shaped FedEx’s social media strategy
16:20 – How social chatter has shifted and evolved across different social media platforms
18:56 – How to implement positive customer stories about team members and your brand in social strategies
24:50 – How the FedEx social media team works with other departments within the organization
31:30 – Tips for tracking the performance of a social media team
Social Pros Podcast 