Garden Centre Group appoints social media risk manager

Garden retailer appoints company to monitor how staff promote the business

James Leavesley, CEO CrowdControlHQ and Mark Abbot of The Garden Centre Group
James Leavesley, CEO CrowdControlHQ and Mark Abbot of The Garden Centre Group

The Garden Centre Group has appointed CrowdControlHQ, a social media risk management and compliance business, to manage its social media.

CrowdControlHQ said TGCG's diverse store portfolio created a challenge for the business when seeking to connect with customers on a local level, "whilst at the same time ensuring the messages given out through social media were consistent and reflected the ethos of the business".

CrowdControlHQ chief executive James Leavesley said: "The group is a national brand with a very strong local presence. Social media enables local engagement to take place, which is critical to deliver footfall and revenue. However, to do this successfully the business needed a system which would enable them to have full control of their social media output."

The company says CrowdControlHQ can now:

  • Maintain control over all social profiles by securing all usernames and passwords. In a retail environment where there is a high turnover of staff, the ability to add and remove users and keeping account details secure is critical to uphold IT policies and governance.
  • Manage major national campaigns across all its centres. National campaigns can be pushed out to all social profiles in just a few clicks saving time as well as ensuring consistency of message.
  • Control content. The online team can now control messages across the business to ensure consistency in tone of voice and content in order to build on the brand.
  • Identify best content. Best practice can also be shared across the organisation using automated reporting to identify the most popular content and linking this back to an individual.

The system can also be utilised to target new customers.

Leavesley added: "With a vast number of social profiles, keeping a track of analytics and progress is a time consuming job - a little like painting the Severn bridge. Using our platform enables the online team to build reports and then automate these to capture headline information and the most successful activity in just a few clicks, which was originally taking hours to compile.

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