Strauss Feeds needed an effective, easy-to-use strategy to manage its online brand and story.
Look East developed a two-pronged method to empower the Strauss Feeds management team. The first element is a Guidance/Decision Tree. Developed with input from employees and our expertise in digital communications, this tool provides specific guidance on when and how to respond to detractors. The Guidance/Decision Tree includes potential scenarios to identify comments that could impact the company’s brand voice and communication goals. It also outlines the staff members assigned to assess and respond to comments.
The other portion of the strategy is a Message Blueprint that supplies staff with go-to copy they can use at any time. These messages enable Strauss Feeds to enhance its online presence, in addition to managing social media.
The two tools work hand-in-hand. Employees use the Guidance/Decision Tree to determine if a social media comment warrants a response and, if so, they consult the Message Blueprint to craft it.