The Challenge: Help a corporate social media team struggling to keep-pace with managing social media interactions across a portfolio of SMB SaaS products while aligning with brand best-practices.
We live in a fast-paced world when it comes to customer expectations around brand interaction, and no one knows that better than a corporate social media team. Social media is all about timely and engaging responsiveness across channels, and the Citrix Mobility Apps social media team was struggling to adhere to brand guidelines that were not designed with a level of detail that supported and informed the type of real-time posting that is a hallmark of effective social engagement. With no functional definition for how to stay 'on brand' in a social media context, they were continually running up against often-conflicting criticisms by key stakeholders on various product teams, as well as senior corporate leaders whose focus was on strategic brand alignment across the product portfolio. Additionally, they were struggling to scale resources to meet the needs of a growing list of products they were responsible for representing online.