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"The Social Brands Series is supported by Spredfast, a social media management platform provider helping organizations unlock social business potential. Discover best practices &amp; proven tactics for using social in the enterprise with the 7 Whiteboard Sessions for every Social Strategist.\nCredit card company American Express seemed to come out of nowhere in the past year, offering one social media program after another. \nFacebook, Twitter, Foursquare, YouTube, LinkedIn, Google+ \u2014 it's got them all covered, and even better, it stands for what its consumers want across all of the social platforms it's on.\nWhile American Express has seemed to pump a lot of life into its social strategy as of late, it has actually been on the scene since 2009, helping cardholders solve problems one tweet and wall post at a time.\nWe spoke with Leslie Berland, SVP of digital partnerships and development at American Express, for the backstory on AmEx's social media strategy, mission and goals. Read on for what she had to say.\nA Customer Service Foundation\n\n\n\n\nAmerican Express joined the social media scene in 2009 with presences on Twitter and Facebook, aimed at providing customer service for cardholders. \nAmerican Express first made its appearance on Twitter with the @AskAmex handle, focused on servicing Cardmember and merchant questions and needs. Berland says that @AmericanExpress and the official American Express Facebook Page came soon after.\n\"Our mission is to be everywhere our Cardmembers and merchants are,\" says Berland. \"To engage with them, service them, deliver unique value that's shareable and create seamless digital experiences that surprise and delight.\" \nSince the beginning, American Express has built its social strategy on service, and it continues to improve its implementation by taking in user feedback. \"We spent a great deal of time listening to the community. The community interests and feedback defined our strategy,\" says Berland.\nAmEx has come a long way \u2014 with nearly 2.4 million Facebook fans and more than 348,000 followers on Twitter for the American Express U.S. pages alone. Its presences have also expanded internationally, and the brand now supports efforts on LinkedIn, Foursquare, YouTube and Google+, as well.\nCouponless Deals Galore\n\n\n\n\nAmerican Express is the master of the couponless deal in the social media space.\nWith AmEx Sync, cardholders can enjoy exclusive merchant deals by syncing their cards with their Facebook, Twitter and Foursquare. No coupon is necessary, just the linkage and a qualifying purchase.\nAmEx first launched Sync with Foursquare in June 2011. In July, it added Facebook in on the fun, launching its \"Link, Like, Love\" app \u2014 after linking an AmEx card, a user can then access deals based on brands that he or she \"likes\" on Facebook. \nAt SXSW 2012, AmEx stole the show, launching Sync for Twitter and offering up Jay-Z tickets for SXSWers that completed the sync. Partnering with the likes of Whole Foods, McDonald's and Best Buy, AmEx announced that after linking an AmEx card to their Twitter accounts, cardholders can tweet strategic hashtags to load deals onto their cards. With the hashtag #AmexWholeFoods, for example, a cardholder receives a $20 statement credit when he or she purchases $75 or more at Whole Foods using his or her synced card.\nNow with a full suite of couponless deals to offer up to consumers, American Express is flexing its social media muscles in all the right ways.\nRallying Small Businesses\n\n\n\n\nAmEx's social media strategy accommodates the needs of both consumers and merchants. While much of what we see is tailored for the customer experience, AmEx goes out of its way to reach merchants as well.\nWith its national Small Business Saturday initiative, AmEx uses traditional and digital channels to promoting the Shop Small Movement, which encourages consumers to shop at their favorite local businesses on Small Business Saturday, the Saturday in between Black Friday and Cyber Monday.\nBerland says the program has been a success for the company. \"In 2011, more than 2.7 million Facebook users 'liked' the Small Business Saturday Page \u2013- more than doubling the 1.2 million Likes in 2010. Nearly 195,000 tweets were sent in support of Small Business Saturday in November, many leveraging the hashtags #SmallBusinessSaturday and #SmallBizSat.\"\nIn February of this year, Twitter partnered with AmEx to open up its self-serve advertising platform to AmEx cardholders. AmEx even offered up $100 in free advertising to the first 10,000 businesses to sign up.\nAnd we can't forget the Facebook makeover from last year \u2014 AmEx teamed up with Facebook to give five small businesses a Facebook makeover and $20,000 to grow their businesses, as part of its Small Business Saturday program.  \nA Corporate Culture Transformation\nSocial media has a way of changing corporations \u2014 shaking them up, making them cautious or loosening their buttons. Every company is different \u2014 some embrace it, some battle it. AmEx is doing all it can to run with the opportunities that social media presents, and it's going big.\n\"The digital transformation occurring at American Express cuts across many business units, and it has to because of the breadth and depth of our business,\" Berland explains. \"From customer service to merchant services to our entertainment and travel business units, to corporate affairs, as well as our newly formed digital partnerships and development team, social media is a company-wide initiative.\"\n\"We are continuously evolving and, as a 162-year-old company, have done that over the course of our history,\" says Berland. \"That evolution will continue as the digital space matures, and social media platforms are the digital manifestations of community and membership \u2013- which are at the core of American Express.\"\nSeries supported by Spredfast\n\n\n\n\nThe Social Brands Series is supported by Spredfast, which provides an enterprise-class social media management platform helping organizations unlock their social business potential. The Spredfast platform provides a unified system for managing, monitoring and measuring social media programs for better business results. Discover best practices &amp; proven tactics for using social in the enterprise with the 7 Whiteboard Sessions for every Social Strategist.\nImage courtesy of Flickr, The.Comedian"^^<http://www.w3.org/2001/XMLSchema#string>
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