Alex Shockey, the Global Social Media Manager at FedEx, joins the Social Pros Podcast to discuss the structure and strategies of the tiny but mighty social media team at FedEx. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud My Emma Full Episode Details Social media is constantly changing. We know this to be true and yet so many brands struggle to keep up. If successful brands on social have taught us anything it’s that you must embrace change and evolve how you’re structured to meet the needs of social media. This is just one of the takeaways from this episode of the Social Pros Podcast with Alex Shockey, the Global Social Media Manager at FedEx. Alex perfectly articulates the speed of social media’s evolution and focuses on the importance of identifying conversations on social and finding new ways to bring them to the surface in strategic ways. As Alex accurately points out, social media is often a soapbox for people to share their opinions. With 7,000+ FedEx mentions per day, Alex shares how she and her team capitalize on these stories and reveals what makes some social mentions worth bringing to the attention of their audience. In This Episode: 04:28 – A peek inside Alex’s role as Global Social Media Manager at FedEx 09:58 – How FedEx’s social media team is structured 12:51 – How social conversations have shaped FedEx’s social media strategy 16:20 – How social chatter has shifted and evolved across different social media platforms 18:56 – How to implement positive customer stories about team members and your brand in social strategies 24:50 – How the FedEx social media team works with other departments within the organization 31:30 – Tips for tracking the performance of a social media team Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Download Salesforce’s free e-book, 50 Social Media Best Practices Visit FedEx’s website Read Alex’s children’s book ‘This is Ole Miss’ (illustrated by Holly B. Johnson) Visit SocialPros.com for more insights from your favorite social media marketers.