Skip to main

How Sam’s Club Uses Social Listening to Serve Member Desires

Posted Under: Social Pros Podcast
New Social Pros Cover Image
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Sabrina Callahan and Mark Quine from Sam’s Club join Social Pros in part five of the five-part Social Pros Deep Dive into Sam’s Club.

The Sam’s Club Deep Dive is a new five-part series that explores how social media teams run their day-to-day operations over several episodes instead of just one. Social Pros interviewed several Sam’s Club social team members to learn the secrets of their success.

Social Media is a Window into Customer Opinion“We are letting our members help guide us in terms of what's resonating.” - Sabrina Callahan, Sam’s Club

Other than direct feedback or surveys, nothing quite captures the opinion of customers like social media can.
Social media can provide a window into the minds of customers. It can help brands understand where they’re going right or wrong and what customers really want. That’s why Sam’s Club takes social listening so seriously.
In this episode of the Social Pros Deep Dive into Sam’s Club, Social Pros speaks again with Sabrina Callahan, Senior Director of Brand and Social Marketing, and Mark Quine, Director of Social and Brand Media.
They discuss the importance of social listening and how Sam’s Club responds to social opinion so quickly and effectively. Mark then discusses Sam’s Club’s approach to paid social and which strategies work best for the club.
All five episodes are out now, so get ready to binge!
As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly.

In This Episode:

  • 6:06 – Sam’s Club’s philosophy around social listening
  • 8:18 – Why Sam’s Club has a member insights team
  • 10:37 – How Sam’s Club measures and tracks customer sentiment on social
  • 11:55 – How the social team translates its metrics for other departments
  • 16:06 – How Sam’s Club introduced ‘Hero Hours’ during the pandemic after social posts went viral
  • 21:47 – How Sam’s Club distinguishes between signal vs. noise
  • 25:37 – Which channels Sam’s Club values the most for its insights
  • 29:03 – The role of paid social in Sam’s Club
  • 29:52 – How Sam’s Club measures the success of paid social
  • 31:21 – How Mark tries to establish real causation and correlation in paid social
  • 32:10 – How the social team keeps things consistent by working closely with the digital marketing teams
  • 36:59 – Sam’s Club’s methods and strategies around boosting social posts
  • 38:27 – Mark’s thoughts on which creative ad formats perform best for Sam’s Club
  • 44:26 – Mark’s number one tip for becoming a social pro

Quotes From This Episode:

We prioritize channels based on where our members are. We want to make sure we are serving them where they are showing up. Share on X
“It really helps that our CEO speaks and understands social.”
“We need to make sure we are communicating the value of the engagement, the value of social listening in a way that can provide a business impact.”

Sam’s Club Brand and Social Team:

To help you follow along, here’s an organizational chart of the Sam’s Club Brand and Social Team.
Sam's Club Organizational Chart


Join the Social Pros LinkedIn Community

Join a community of real social pros doing social media on LinkedIn. Receive all the inspiration and ideas straight to your feed and add your thoughts to the conversation.

Follow Social Pros on LinkedIn

Subscribe to Social Pros Podcast

b2b influencer