How Walmart's CEO Uses Social Media to Converse with More Than 1 Million Employees

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What You’ll Learn:: 

Walmart CEO Doug McMillon believes in an open door. He also believes that communications with his associates comes first. But a workforce of 1.3 million in the U.S. in 5,000 stores means that communicating presents huge difficulties. That’s why the CEO of the world’s largest company embraced Facebook and Instagram as direct channels to all his associates. What’s unique about McMillon’s Facebook page is its internal focus: It’s less about positioning Walmart’s brand for marketing than about opening conversations with employees, conversations largely about his employees.

Key Highlights:

  • How to maintain a consistent, authentic, relevant executive voice
  • Exciting ways to inform and connect employees with live video at important events like the annual associates and shareholders meetings
  • Content strategy: Why featuring associates and their achievements works for Walmart—and could be a winning formula for your brand as well
  • Protocols for managing negative comments and sensitive subjects
  • How an executive’s Facebook page matches messages to his company’s brand
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February 2017
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Presenter bio: 

Blake Jackson serves as Director of Corporate Communications for Wal-Mart Stores, Inc. In this role, Blake leads media strategy for Walmart Central Operations, including initiatives connected to the company’s recent $2.7 billion investment in associate training, education and wages. Blake joined Walmart in 2014, working closely with the executive communications team and CEO Doug McMillon to launch his presence on Instagram and Facebook. Prior to joining Walmart, Blake served as Vice President, Digital at Saxum, an integrated marketing communications agency in Oklahoma City. At Saxum, he led digital strategy for clients in the energy, environmental and retail sectors. Blake joined Saxum after a three-year stint heading up social and digital communications at Chesapeake Energy Corporation, a leading oil and gas producer. During his tenure at Chesapeake, Blake led a national digital communications team working to develop online advocacy networks in energy-producing communities around the United States.