How do you have an effective social media presence and not get sued?

If you can’t see the video, click here to see my interview with Anne McGraw of Nissan-North America.

I recently had the chance to catch up with Anne McGraw, senior manager – customer experience for Nissan North America and discuss some very relevant and timely marketing issues.

Anne works in an extremely high-pressure environment where any social media response could potentially result in a lawsuit or a spot on the national news. Yet, she has been able to navigate this internal and external minefield to create a state-of-the-art social media presence for her company.

Today you get to see an interview with Anne where she shares how she developed her strategy in this difficult environment as well as:

  • The event that led to Nissan’s “ah-ha” moment — when her management team finally “got it”
  • Her approach to getting the legal team onboard.
  • How she is using social data as a leading indicator to discover customer issues 4-6 weeks faster than normal.

I think you’ll enjoy this interview and you can connect with Anne on LinkedIn and on Twitter.

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  • jennifer lehner

    She is a trail blazer for sure. Would love to see the report that she mentioned that showed a correlation b/w specific social posts and loss of sales. So interesting. Great interview! Would love to see more of these. You are in a unique position to interview lots of interesting people like this! Thanks for sharing.

  • Nice interview Mark. It’s pretty impressive to be able to convince a board of such a huge company so comprehensively, to run with your strategy.
    I bet other car makers are watching Nissan’s social strategy VERY closely 🙂

  • Great interview with Anne! It must be exciting and a tag bit stressful to know that one off move can create negative ramifications on a global scale…although this is a risk every company faces in their own way.

    Great news that they pushed for social media marketing and got it moving by proving how powerful these outlets are.

  • I do it as much as I can. I will probably get some good interviews at SXSW this year! Thanks Jennifer.

  • Nissan seems to be doing a good job. I was impressed with Anne!

  • A VERY stressful position to be in. You would not believe the crazy things people do to try to get money out of car companies.

  • Kevin Pignone

    Great interview … Thank you! The ability to spot trends earlier is a game changer.

  • Joseph Ruiz

    I think the connection and comparison to the call center is brilliant. It really puts things in perspective, and with that connection the training and vetting well done. The early detection is a powerful next step. The cultural shift in the internal quick response is huge too. Lots of great insight in a 5 minute interview! Thanks for sharing.

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