An Interview With a Social Media Specialist at Chevrolet

Science + Tech

An Interview With Patsy Gardner on What It's Like to Work at Chevrolet

An Interview With a Social Media Specialist at Chevrolet Image

Patsy Gardner knows that confidence is key.

In a world that expects you to have it all figured out right out of college, Patsy graduated from Central Michigan University with a degree in Public Relations and an open-minded attitude to find a job that was the right fit.

From Chamber of Commerce intern to Assistant Public Relations Director at an award-winning magazine, she finally landed her dream job as the Social Media Customer Relationship Specialist for a huge company—Chevrolet! Now, she’s working her way up the ranks at Chevrolet, ensuring that each customer’s experience is unique and valuable. It’s never a dull day in the automotive industry, where instead of the “one size fits all” approach, Patsy goes the extra mile to make everyone feel special, even sending personalized gifts via snail mail- not your average social media tactic!

Whether she’s monitoring Facebook and Twitter to find the latest trend or searching for the next big social media platform, Patsy is committed to helping people and making a positive impact.

Her Starting Point

During your undergraduate years, you studied Public Relations at Central Michigan University. When did you decide that Public Relations was the path for you and why?

I studied Public Relations and Journalism in college and thought I wanted to be the next top reporter, but I had an open mind when searching for jobs and made sure to consider all opportunities. My goal was to find one that would offer room for growth and opportunity and help prepare me for my dream job down the road.

Early in your career, you worked as an Intern for the Clare Area Chamber of Commerce and then as the Assistant Public Relations Director for “Grand Central Magazine.” What were these experiences like? What qualifications or skills helped you land these positions?

My internship was very helpful. I collected a lot of writing pieces and was able to expose my work to various media outlets. My portfolio was pretty big after my internship! Grand Central Magazine was a great opportunity to engage with our students at CMU all while working with an award-winning online magazine. The PR side was a lot of event planning and social media presence for the magazine.

Often in those initial steps after college, there are experiences that push us outside of our comfort zone, forcing us to learn and adapt quickly. Could you tell us about an experience you had early on working on a task or an objective that was new territory for you? How did you respond to it?

It took me some time to actually find a job. That was rough experience, but I had to keep my confidence. I took on waitressing, which I have never done before, all while looking for my new job. I had to learn and adapt to real life. I’m no longer in college anymore and the world is what I make it. I was finally offered the position with Chevrolet, and of course I was excited to start my career. The hard work finally did pay off.

Your current position is the Chevrolet Social Media Customer Relationship Specialist. Wow! How did you land this position with such a huge name brand?

I am really excited to have stumbled upon this opportunity to join the Social Customer Care team at Chevrolet! Once I landed this job, everything fell into place. Getting the opportunity to work with a brand like Chevrolet that has such a deep American heritage was hugely exciting for me, considering the experience and career path opportunities that comes with working for a company with such name and quality recognition. Although I did have some previous customer service experience, I was pleased to find that the automotive world heavily relies on its customer service and takes it very seriously.

An Interview With a Social Media Specialist at Chevrolet- Her Starting Point

Her Big Break

What are your daily tasks and responsibilities as the Social Media and Customer Relations Specialist? Take us through a typical day in your life at the office.

As a Chevy Social Media Customer Relationship Specialist my daily focus is on providing a holistic customer experience. A typical day includes using social media as a tool to assist customers that drive Chevrolet vehicles – like the Sonic, Spark and Cruze. Two social mediums I use daily are Twitter and Facebook, platforms that I’m very familiar with and enjoy using both personally and professionally, as well as automotive enthusiast forums. It’s really incredible to see how social media can be used for personal use – and also used by big companies like Chevrolet, who use these tools to make a positive impact, stay connected and build relationships with customers.

We imagine that managing the social media for such a large name brand must be a lot to handle. How do you engage with your followers? How do you develop the relationship between Chevrolet and their customer?

I shared that one of my key skills in working for a brand like Chevrolet is critical/active thinking – and it is so true in the world of social media where conversations are happening in real-time and you have to act fast. There are endless opportunities to come up with creative ways to interact with customers and try to fix their situations, and that is truly empowering and what makes my days so enjoyable!

Here is just one example of a proud moment where I was able to develop a direct relationship with a customer in a very timely manner: I was working with a woman who ordered a Chevy Spark and customized it exactly how she wanted it. Her vehicle was taking longer than expected to get to her, so to cheer her up I found an official Chevrolet photo of a Spark, and wrote a message on the photo from her car saying that it couldn’t wait to meet her, framed it, put it in a box with a t-shirt and a keychain, and shipped it off to her. This was a small gesture, but the customer was super excited, and it was fun to continue interacting with her on social media.

My team at Chevy wants to interact with each customer individually – we want to cater to specific needs and know a “one size fits all” approach is often not the best approach. The customers that I work with understand that I’m focused on their direct needs, listening to their feedback and really trying to make them happy.

Social media is becoming an increasingly lucrative tool for companies in terms of reaching a larger audience and solidifying their brand. How do you stay on top of the game to ensure that you’re always coming up with fresh and innovative social media strategies? Where do you find inspiration?

I think social media will continue become more and more widely used as a tool for communication. We see more and more customers at Chevy choose to interact through social media, since it is a personalized, quick option.

I enjoy following trends in social media and am always on the lookout for the next social media channel and how it could potentially be used for Chevy customers. I follow news sites and my own friends on social media to see how they use/adapt with social media – what they like, what they don’t like, etc.

I also find inspiration from the other parts of the company. The Social Customer Care team is just one part of Chevy’s commitment to customer experience, making me feel like part of a bigger initiative that interacts and listens to the customer. I have a huge customer service family – from the OnStar call center employees who help in emergencies, to the connected customer specialists who assist with in-car tech questions and needs (an example of a new piece of technology is OnStar 4G LTE Wi-Fi, making your care a Wi-Fi hotspot). It’s been great to feel supported in many ways, and to learn from others at Chevrolet and their customer experiences.

What is the most challenging part of your job? How do you keep yourself positive, excited and on-task?

Working in customer service offers you different work and challenges every day. No two customers are the same and that keeps the job interesting. Also, not every person is an unhappy person! A happy customer is the biggest benefit, but we also get a lot of recognition as well as rewards for our efforts. You make a huge difference in the company, and more importantly, the customer’s life. That customer that comes back to admire my assistance and appreciate everything that I do is the biggest reward. To know I provided our customers with a positive resolution makes the process all worth it in the end.

An Interview With a Social Media Specialist at Chevrolet- Her Big Break

Her Perspective

As an expert in social media, how do you think platforms like Instagram, Facebook, and Twitter will evolve in the future? What do you think is next for the industry? Aside from your work, what role does social media play in your own daily life? Do you see it an important aspect of your own personal brand/social life?

They are going to be in a constant change to adjust to the ever-changing world and society today. Everything is going to get easier and easier. Not sure what’s next for us, but I know it will be great!

Social media is something I use even when I’m not working. Instagram is my absolute favorite, and I use it for personal interests such as makeup and the love for my cat, Layla. Facebook is utilized for family and friend updates. I’m sure others agree; picking up the phone to call your mom is a thing of the past. Just message her on Facebook because she likes that more! Social media is becoming a top communication medium that others are going to use more. It’s very important if you want to stay updated with the world around you.

You’ve been involved with the PRSSA - The Public Relations Society of America. How did you first get involved? What advantage does the affiliation offer to you?

I haven’t joined the Detroit chapter just yet, but being involved with the group in college was very important to me. Not only was it an awesome resume builder, but I was able to network with PR professionals. It prepared me for the PR world and what to expect. I was given an opportunity to travel to Chicago and visit a few agencies just to get the experience. It was totally worth it!

Who have been some mentors - in or out of the workplace - who have helped you grow professionally and offered some guidance in difficult situations?

In the workplace, a supportive team where managers care about your career and spend time mentoring you is one of the most important things to have in a first job. The Chevy Social Care team really makes me feel supported on a daily basis – my boss gives me time each day and celebrates my successes, and I enjoy working with a team of other young professionals who are starting off their careers because we can support and help one another.

And finally, what do you wake up looking forward to? What’s next for your career?

I look forward to making a direct and positive impact each and every day. I have a passion for the automotive industry, and this position is an amazing stepping stone to get to where you want to go further, and may open the door to future jobs.

Our team is set up in a really cool and unique way – Chevrolet has found that customer service is a great starting position in a career, since the customer is at the center of everything that the brand does. After spending a couple years in this position, my bosses will help me move into other areas of the company that I’m interested in – I’m hoping that I can find a position on the Chevy Public Relations team! I have a passion for the Chevy and the automotive industry, but more importantly I have a passion for helping people, and this position has shown me that you can find a role that allows you to meet your goals and really make an impact.