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Andy’s Answers: How Whirlpool creates a consistent brand voice in social media

One of the greatest things about social media is that it makes it possible for lots of people behind the brand to have a voice. But that also makes for some of the biggest challenges — how do you keep all of these voices consistent? How do you make sure customers can depend on them?

In their BlogWell Chicago case study presentation, Brian Snyder and Scott Spiegel talked about how they do this at Whirlpool — a brand that also includes Maytag, Amana, KitchenAid and more. A few of their key takeaways:

  • Remember that consumers want to talk to their brand. They don’t care if they’re talking to the corporate PR, marketing or consumer care department. They just want to talk to the people who made the appliance they have or that make the appliance that they want.
  • Make your brand experts available. Whirlpool has a team of laundry scientists — people who are experts when it comes to stains, fabric and detergent. Through Twitter and Facebook, Whirlpool has made their “Whirlpool Institute of Fabric Science” available day and night to answer questions from fans.
  • Different brands have different priorities. Brian says that social media should always start with brand priorities. At Whirlpool, knowing each brand’s core objectives and target customers help them determine everything from their overall level of engagement to which social-media platform to use.

And if you like this presentation, be sure to check out our upcoming BlogWell in Philadelphia on Nov. 9.

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