How FedEx's social narratives compete with Grumpy Cat

Jennie Rose

This event report covers attempts by FedEx, the delivery company, to utilise brand journalism as a means of securing deeper engagement.

How FedEx's social narratives compete with Grumpy Cat

Jennie Rose

"If you’re just copying your ads and posting them on social [media], nobody cares," insisted Jason Baker, FedEx’s Senior Social Media Strategist and Communications Specialist.

"It’s not engaging and it’s not customised. It’s an invasion in those social spaces we’re all living and working in," he told delegates at the GSMI's 2016 Social Media Strategies Summit in San Francisco.

But by creating personal stories that resonate, Baker’s team is responsible for creating FedEx’s brand journalism and overseeing user–generated content. And, by creating personal stories that resonate, the social–media strategist believes...

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