When Home Depot needed to build a social media presence, they didn’t look to corporate communications. Instead, the US home improvement chain handpicked 25 retail staff members to lead their online ‘How-To Community’.
Two days out of the week, the ‘social media associates’ manage the retailer’s online community, answering questions and creating content for use company-wide. Chosen for their knowledge and experience with the brand, the associates got to practice their tone and style on a dark site before the launch of the How-To Community.
Via PSFK: https://www.psfk.com/2011/08/store-associates-share-expertise-through-the-use-of-social-media.html#ixzz1Tsw04JvM