Today, we're talking with Alicia Lee. Alicia currently works for AMC Theaters, but previously, she was the Senior Communications Specialist in the Corporate Communications Department at Amtrak. In that role, Alicia was responsible for social strategy, content marketing and the management of that community. She ran a lean team and you'll hear what she did to get more butts in seats. Take a listen.
The Story of Alicia's Career
Why Social Media is So Important to Amtrak
Networks of Success for Amtrak
What is Amtrak's approach to social media?
"It's a lot of work with very little sleep - we're basically robots. We're not an organization with multiple people in social, we're very much a lean team of 3. We do all of our own work and content creation in-house, which is actually great because we know our business. We know trains, we know transportation and we know travel. We do rely on our contact center to help us with the customer service side, as they are experts in that area. The great thing about travel is that people travel for a reason, meaning we get great stories that we use for our blog alongside content that tells the stories behind running America's railroads."
What does success on social media look like for Amtrak?
"Engagement is really important to us because we want people to interact with our content - not just sharing, but also commenting, reading through our blog and ultimately, buying a ticket. Raising awareness about the things that we do at Amtrak is also really important. We have specific but different measurement goals for each campaign and initiative. This is a critical piece for us, as it shows us what success looks like. It's really important to look at the analytics because if it's not working, you need to stop doing it."
-"Our visual product fits really well with Instagram. It's a great awareness tool for our top of the funnel customers that want to learn more about us."
-"Adding new social media channels is like adding more mouths to feed. Think wisely before you jump in."
-"It's really important to look at the analytics because if it's not working, you need to stop doing it."
Company Website: https://www.amtrak.com/home
Personal Twitter: @missalees
Company Twitter: @Amtrak
Personal LinkedIn: https://www.linkedin.com/in/alee04
Company LinkedIn: https://www.linkedin.com/company/amtrak
Enjoy, and check back here for more episodes of the All the Social Ladies podcast on Social Media Today.
This article was originally published on Apple News: