How Walmart’s PR team uses Twitter

A conversation with the retail giant’s senior director of digital communications reveals how it manages seven different accounts, makes use of promoted tweets, and manages crises.

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A few months ago, I did some research for a client that involved digging into corporate PR accounts and finding brand managers who were using them in interesting or effective ways.

One interesting example was Walmart. The company has seven Twitter accounts. I have a few clients who have a tough time managing oneā€”and here Walmart has seven.

Chad Mitchell, senior director of digital communications for Walmart, got in touch with me, and I sent him a few questions about how the company manages its Twitter presences.

Want to see how the PR team of a Fortune 10 brand manages Twitter? Take a look below.

Q. You have seven Walmart-based Twitter accounts your PR team manages, by my count. Take me through the decision-making process to create seven separate niche accounts versus one, larger Walmart account that encompasses all these different areas?

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