How Kellogg's Crafts their Corporate Social Strategy

Rick Wion, Senior Director of Consumer Engagement of The Kellogg Company, joins the Social Pros Podcast to talk about social media from the corporate level and why brands need to be more selective with what they share on social.

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Full Episode Details

As social media has evolved, those who work with social media marketing have gained more freedom to make crucial decisions around what goes out and what doesn’t.

Not every company update or press release has to be broadcasted on social media. As Rick Wion, Senior Director of Consumer Engagement of The Kellogg Company said, “for social, we really just need to focus in on this one component of things versus supporting every part of every program with a plethora of social content.”

The hard truth is that not every update is “social media worthy.” Brands need to be more selective about the content they share on social media. Making sure your brand communicates authentically is vital and being attuned to what your audience wants to see from you is perhaps even more important. 

In This Episode:

• 03:12 – How social media marketing and communications have evolved
• 07:11 – How the evolution of social media has impacted how Kellogg’s constructs their social media and consumer engagement teams
• 10:30 – How Kellogg’s uses social media to have important conversations with their audience around food security
• 12:48 - How the brand’s messaging and timing of messages have changed since the pandemic
• 16:19 – How being classified as an essential business impacted the company, the social media marketing team, and business operations during the pandemic
• 18:43 – How Kellogg’s uses data and research to shape conversations on social media
• 23:25 – How Tony the Tiger helps to share the brand’s voice on social media
• 25:45 – How to empower an organization to leverage social media listening and insights

Resources

• Get the new State of Marketing report for free from Salesforce
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Learn more about Kellogg’s

Visit SocialPros.com for more insights from your favorite social media marketers.