Inside Nissan’s social media command center

The automaker developed a ‘command center’ not only to craft and hone its online messaging, but to share ideas internally. That’s crucial, says its customer strategy chief.

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“The social media space moves so rapidly,” says Nissan’s senior manager of social media and customer strategy, Bryan Long.

In a recent presentation, he talked about the past, current and future state of Nissan’s social media program to explain how they’re developing the customer experience.

Long’s department started in 2012 with four people. Since then, they’ve grown to have six to eight agents at any given time-six of those, Long says, are “strong-willed millennials.”

Although his team is steeped in customer care, he says it’s a little more complicated than just being a part of the call center. Long calls it a “hybrid model” of customer service.

“We’re based in the headquarters building, but we’re not a part of consumer affairs-we’re not even in the same vertical. We’re not in marketing, and we don’t report to PR, but we listen on behalf of the entire organization,” he says.

Although they concede it’s an unconventional model for a big brand, he says it’s worked well for his team.

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