With more than 35 years in the industry and a reputation as the UK’s largest white goods manufacturer, Indesit and Hotpoint are household names. The challenge is to build a strategy that amplifies that reputation and integrates social media across the business.

In the first instance, insights, audits and benchmarking ensure social media is embedded into multiple business functions and tangible results are demanded to track direct benefits to PR, marketing, HR and customer service.

A risk assessment highlights dangers to online brand reputation and facilitates efficient social media crisis management. With the help of a social media scorecard, Indesit is then able to establish a sound strategy, which accommodates the company’s needs; sets out the social media plans and conversation opportunities; and identifies training and mentoring needs.