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On Feb. 5, 2014, CVS, one of the nation’s leading retail pharmacies, announced they would end sales of all tobacco in their 7,600 stores by Oct. 1, 2014. “As a health care company, it’s time for us to take a stand and to put our customers, colleagues and patients on a path to better health,” the company said on their Facebook page.
Word spread quickly. As one might expect, there was plenty of positive and negative feedback to the big announcement. They saw more than 10,000 comments on their Facebook post, and without hesitation, CVS responded to some of their customers’ praises and concerns. The company also posted their announcement on their Twitter page.
CVS also responded promptly to many of the responses received on Twitter. Many of those against asked, ‘why not get rid of junk food or alcohol?’ Those users saw quick responses from CVS, explaining the move to one user with the response, “Unlike alcohol, which is okay in moderation, no amount of tobacco use is safe.” You can see more from the Tweet here.
So what can your business learn from CVS on social media strategy?
Whether you agree with the decision by CVS or not, their social media strategy and handling of the announcement sets a great example for all businesses, big or small.