ix months ago, Adam Kmiec sat across from a group of Walgreens marketing execs, who quizzed him on what he could do for their social media program. As numerous other brands have this year, the pharmacy/grocery retailer was looking to hire its first social media director. Kmiec, who at the time was with Chicago-based agency Marc USA, was getting a scent of the job he would soon fill.
“It was something baked right into the interview process,” Kmiec (pictured) told ClickZ News. “For social to be successful, it needs to be able to scale and it needs to get local. If you treat Facebook and Twitter vertically, it’s really tough to get that to scale. If you treat social horizontally, and think about how every store plays a role in the community of our customers, social has an angle to help customers connect with our stores…We need to think of social not as real estate but as a way to connect with customers.”
