There's a simple reason that marketers should introduce customer care programs on social media, James Vetrano – who helped build such a strategy for Kraft Heinz – explained at the 2017 Digital Summit Chicago.
Simply put: You don't have a choice.
"These days, your customers are more in charge of the conversation," he explained. "A single Facebook post or a single tweet can literally make or break an organization."
Having spent nearly three years as Social Media Manger for Kraft Heinz – a job he recently left to serve as Chief Digital...