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How Social Media Can Lead the Voice of Customer Initiatives

Authors: Jay Baer Alaina Maloney
Posted Under: Social Pros Podcast
Social Pros Podcast logo
Hosted By
Jay Baer

Anna Hrach

Convince & Convert
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

Thank you to our sponsor ICUC Social.

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.


Alaina Maloney, Social Communications Manager for Intuit’s TurboTax, joins the Social Pros Podcast to discuss how a seasonal product can drive business year-round through social.

Alaina Maloney - InstagramBuilding Bridges Through Listening

Creating year-round social initiatives for a seasonal product is tricky enough. Creating interest for something that many people dread adds another layer of complexity to this challenge.
Alaina has figured out how to engage her customer base during the tax off-season in a way that makes the stressful experience of filing your taxes feel effortless and fun. By listening closely and empathetically to her customers through social media, she has developed a sixth sense when it comes to knowing what they want to see in their tax software.
Through a focused internal effort, she has also built bridges between herself and departments all across the organization. By becoming the known expert on customer needs and wants, she ensures that their voice is heard and represented throughout the company.
This two-part punch of social listening and proactive networking has helped transform TurboTax into a receptive and reactive brand with a year-round presence.

In This Episode

  • How an empathetic social pro can create an internal bridge for customer care
  • Why successful social initiatives means close listening to your customer’s voice
  • How a public forum leads to valuable customer care opportunities
  • Why innovative customer programs means a startup approach and a fun, empathetic team


Quotes From This Episode

“Social is a way to connect customer care to PR.” —@alainamaloney
“Our audience on Facebook is an audience of your everyday customer, whereas our answers exchange community is a crowd of engaged experts.” —@alainamaloney
“We may only be January through mid-April seasonal business, but taxes are impacting your everyday life.” —@alainamaloney
“Targeting is an evolving area where we do our best to keep up and leverage data on customers.” —@alainamaloney
“We have a team of innovation catalysts who do a lot of experimental stuff.” —@alainamaloney
Empowering people and their finances is something that is such a challenge in our country and across the world.” —@alainamaloney
“We’re in there to let customers know if they had a poor experience, or if they’re not happy with a certain area, that we are listening.” —@alainamaloney


See you next week!

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