Any company can setup a Facebook page or create a Twitter account to connect with customers. But how do companies change their social media strategy to stay unique and differentiate themselves? This article on FastCompany describes a few of the ways, but what REI did was really cool.
REI has taken a very interesting approach here by translating their obsession with customer service to the digital world. During the last holiday season, REI raised the bar on responding to Twitter posts by responding with personalized video responses to customer questions within one hour. Not only did this surprise the customers, it created a buzz that drew even more traffic and attention to REI. It will be very interesting to see how companies continue to alter their social media strategies in similar ways to differentiate themselves.