Dole’s digital consumer support service was overwhelmed with the complexity and sheer volume of social posts on Facebook and Twitter, especially during periods of high stress, including occasional product recalls.
The kglobal team implemented a comprehensive social media monitoring and response strategy that ensures consumer concerns are immediately addressed, marketing messages reach the right audiences, healthy recipes are shared, and opportunities to attract and entertain consumers are effectively identified and presented.
Dole’s social media audience actively embraces its brand and continues to post positive content on multiple online platforms, even promoting and defending the company and its fruit and vegetable products when necessary.
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