Title: Q&A with Whole Foods
Main Point: Be in-tune with your customers as close to person-to-person as possible.
Take-Away Action: Give guidelines/direction in social media to the people closest to your customers.
Stores at the local level have their own blog. It's difficult for corporate to be relevant to local audiences.
Shorten the distance between customers and employees (team members).
Engage as brand advocates for local producers.
Cannot measure individual purchases at stores based on Social Media but do notice trends in how much people are thinking/talking about Whole Foods.