Joe Curry has been a member of since 2009 as a part of McDonald’s roster. In 2011, he continued his membership as the Social Media Manager for Target. He’s also shared a case study presentation for Target at our Member Meeting in San Francisco.

Joe’s social media career began when he asked for it.

“I’ve always been interested in where communication, technology, and social media meet,” says Joe Curry, Social Media Manager at Target.

It’s part of the reason he volunteered to lead a social project at McDonald’s called the “Voice of McDonald’s,” a global singing competition that still finds talented McDonald’s crewmembers today. That move launched Joe’s social career, which led to his role as McDonald’s Social Media Manager of Global Digital Communications.

When he started at Target in 2011, he took on a similar position on their PR team where he helped launch a content hub called A Bullseye View. Joe says it’s one of his favorite career accomplishments. In fact, he presented on it at one of our Member Meetings in 2012.

“It’s a very visual site that combines all of the stories that are happening around Target. If someone wanted to know what was going on at Target they could easily check out our hub full of videos with insiders as well as some of our partners, like designer Nate Berkus, Kyle Larson, one of our Team Target NASCAR drivers, and Emily Henderson, one of our home experts. It’s a wide range of topics.”

But Joe didn’t do it alone.

He emphasizes that social media at Target is a team effort. And he isn’t joking.

At Target, there are many teams that contribute to its social efforts. There’s Social Business Strategy, which focuses on content and platform strategy, building communities, measurement and operations, where Joe sits.

But that’s not all. Other Target teams who dip into social include public relations, talent acquisition, and a guest response team.

“If you came to Target as a team member, I think the message is that digital is everyone’s responsibility. It’s not just any one team — it’s up to everyone to be familiar with digital practices and participate. That’s the message across the board from our Target leaders.”

He says it’s part of the reason Target’s rolling out a type of digital university internally to train team members to use social, mobile, and digital tools to help them do their jobs.

A big social business challenge: Dispersing what they learn from social media throughout the organization.

“I think that’s an ongoing challenge with a lot of companies. Everyone’s interested in and passionate about digital. But it’s about how you simplify or take those great learnings from team to team and bring them together in a strategic plan,” Joe explains.

“With the operations team, for example, we have to determine how to share learnings that we’ve found on Facebook, Instagram, and Twitter with the business so that when people come with a request to post a piece of content to one of these platforms, they really understand how it can help the business.”

He says Target’s social media measurement team plays a large role in collecting valuable metrics, particularly with planned content and campaigns. For example, they can put a weighted score with each campaign that varies from platform to platform to get a sense of how it performs compared to past content and get insights on how to create future content.

They also measure for reactive issues like a crisis, to help determine what people are saying in the moment and how Target can respond using their guest contact center or social media community managers.

Joe says adapting and reacting to social media insights is one of his favorite parts of the job.

“The thing I love most is that change is constant, because I’m a naturally curious person. I think being comfortable with change is something people who work in social media need. The platforms are constantly changing, and the type of content your guest or audience wants is constantly changing. You have to want to test and try new things, apply the learnings back, and start that cycle over again,” explains Joe.

One of the changes that intrigues Joe is Target’s continued growth on Pinterest and figuring out how to best connect with guests on that platform. Right now, he’s focused on simplifying content planning, supporting the social business team’s technology needs, and educating the broader Target team about its social efforts.

Say hi to Joe on Twitter and ask him about playing the piano or getting to ask astronauts in orbit a question via Skype.

What do you think?

  • Share
  • Newsletter Signup
  • The Family Album
  • Member Login
  • Meet Our Members

    A + E Networks, Abbott Laboratories, AbbVie, Ace Hardware, Adidas, Advance Auto Parts, Aetna, Agilent Technologies, Ahold USA, AIG, Allianz SE, Allstate, AMD, American Eagle Outfitters, American Family Insurance, American Honda Motor Company, Ameriprise Financial, Amgen, Amica Mutual Insurance, Amtrak, Amway, Analog Devices, Andersen, Aon, ARIA Resort and Casino, Ariba, Arizona Public Service, Arrow Electronics, Assurant, Asurion, AT&T, Autodesk, Avery Products Corporation, Avon, AXA, Barclaycard US, Barilla, BD, Best Buy, Blue Cross and Blue Shield of IL, TX, OK, NM, MT, Blue Cross Blue Shield of North Carolina, BMC Software, BMW, Boeing, Bosch, Bose, Boston Children’s Hospital, Bridgestone, Bristol-Myers Squibb, Brother International, Brown Shoe Company, Buckle, Burger King, CA Technologies, Cabela’s, Cambia Health Solutions, Canadian National Railway, Cancer Treatment Centers of America, Canon USA, Capital Group, Capital One, Career Education, CareFirst BlueCross BlueShield, Cargill, Catamaran, Catholic Health Initiatives, CDK Global, CEMEX, CenterPoint Energy, Central Garden & Pet, CertainTeed, Chesapeake Energy, Chevron, Children’s Hospital of Wisconsin, Children’s Medical Center of Dallas, Chubb Group of Insurance Companies, Ciena, Cisco Systems, Citi, Citrix, CME Group, The Coca-Cola Company, Coldwell Banker Real Estate, ComEd, Comerica Bank, ConAgra Foods, ConocoPhillips, Corning, Cost Plus World Market, Costco Wholesale, Cox Enterprises, Cracker Barrel Old Country Store, CVS/pharmacy, Darden, Dassault Systèmes, Delaware North, DeVry University, Dick’s Sporting Goods, Direct Auto and Life Insurance, Discover Financial Services, Discovery Communications, Dole, Dorel Industries, Dow, Duke Energy, Dunkin’ Brands, eBay, Electronic Arts, Eli Lilly and Company, EMC Corporation, Enterprise Holdings, Ericsson, Erie Insurance, Express Employment Professionals, Express Scripts, Exxon Mobil, Fairmont Raffles Hotels International, Fairview Health Services, Family Dollar Stores, Fannie Mae, Farmers Insurance, FedEx, Ferguson Enterprises, Fidelity Investments, First American, First Republic Bank, Fiserv, Flight Centre Travel Group, Florida Power & Light, FMC Technologies, Fortune Brands Home & Security, Freescale Semiconductor, Garmin International, Geisinger Health System, General Dynamics, General Electric, General Mills, Genworth Financial, Georgia-Pacific, GNC, GoDaddy, Goldman Sachs, Gordon Food Service, Grainger, Hallmark, Harley-Davidson Motor Company, Harman International, The Hartford, Hawaiian Electric Industries, Helen of Troy, Hershey Company, Hewlett-Packard, hhgregg, Hilton Worldwide, Hobby Lobby, The Home Depot, Honeywell, Horizon Blue Cross Blue Shield of New Jersey, Hospira, HSNi, Humana, Hyatt Corporation, ICON Health & Fitness, Ingram Micro, InterContinental Hotels Group, Invesco, Iron Mountain, The J.M. Smucker Company, JCPenney, Johns Hopkins Medicine, Johnson & Johnson, Johnson Controls, Johnsonville Sausage, Jostens, JPMorgan Chase, Kaiser Permanente, KB Home, Kellogg Company, Keurig Green Mountain, Kia Motors, Kindred Healthcare, Kingston Technology, The Kroger Company, Land O’Lakes, Laureate Education, Lettuce Entertain You, Level 3 Communications, LexisNexis, Lincoln Financial Group, Lindt & Sprungli, Live Nation Entertainment, Lockheed Martin, Logitech, Lowe’s Home Improvement, lululemon, Mack Trucks, Manulife / John Hancock, Marriott International, Mattress Firm, McAfee, McDonald’s, McGraw Hill Financial, Medtronic, Meijer, Michelin, Microsoft, MillerCoors, Molson Coors Canada, MoneyGram, Monsanto, Monster Worldwide, Motorola Mobility, Navy Federal Credit Union, NCR, Neiman Marcus, Nestle Purina PetCare, New Balance Athletic Shoe, NewYork-Presbyterian Hospital, Nintendo, Nissan, Northwestern Mutual, Novartis, NRG Energy, NVIDIA, Old Dominion Freight Line, Old Navy, Orange, Owens-Illinois, P.F. Chang’s, Pacific Life, Patterson Companies, Paychex, Pearson Education, Penguin Random House, PepsiCo, PerkinElmer, Perrigo, Philips, Phillips 66, Pitney Bowes, Potbelly Sandwich Shop, Praxair, Premier Farnell, Principal Financial Group, Procter & Gamble, Public Service Enterprise Group, Publix Super Markets, Quintiles, RaceTrac Petroleum, Rackspace Hosting, RadioShack, Raley’s, Raytheon, RBS Citizens Financial Group, Red Robin, Reebok, Regions, REI, Rite Aid, Roche, Rockwell Automation, Rogers Communications, Rollins, Royal Bank of Canada, Rust-Oleum, Sabre, Safelite AutoGlass, Sage Group, samsung, SanDisk, Sanofi US, Scottrade, Scripps Networks, Sealed Air, Select Comfort, Shell Oil, Shaw Industries, Shire Pharmaceuticals, Solo Cup Company, Sonic Drive-In, Southern California Edison, Southern Company, Southwest Airlines, Spectra Energy, Spectrum Health Systems, Sports Authority, Sprouts Farmers Market, St. Jude Medical, Stanley BLACK + DECKER, Staples, State Farm Insurance, State Street, Steelcase, Subaru, Suncor Energy, Symantec, T-Mobile, T. Rowe Price, TaylorMade-adidas Golf, TD Ameritrade, TD Bank Group, Teva Pharmaceutical Industries, Texas Instruments, Thermo Fisher Scientific, Thrivent Financial, Tim Hortons, The TJX Companies, Toll Brothers, The Toro Company, Toyota, TransUnion, Travelers, Trend Micro, Tyson Foods, U.S. Bank, U.S. Cellular, UCB Pharma, ULTA Beauty, Union Bank, United, The United States Postal Service, United Technologies, UnitedHealth Group, Universal Parks, Unum, UPMC, UPS, USAA, USG, Vanderbilt University Medical Center, Vanguard, Verizon, Visa, Vista Outdoor, Voya Financial, W.L. Gore and Associates, Walgreens, WD, WebMD, Weight Watchers, WellPoint, Inc., Wells Fargo, Wendy’s, Western Union, Whirlpool, Whole Foods Market, Wiley, Wyndham Worldwide, Xerox, Yamaha Motor Corporation, YMCA, Zurich of North America, 3M

Get our free weekly newsletter

A short email packed with updates on what big brands are doing in social media.

Never display this again