Since Melissa Sowry joined Burt’s Bees in July 2010, she’s grown the brand’s Facebook fan base from 98,000 to more than 370,000 by creating compelling content that consumers want to interact with and discuss. That content, ranging from quizzes and video to sampling offers and behind-the-scenes access into the world of Burt’s Bees, is helping extend brand loyalty and generate powerful online viral engagement.
Sowry and her colleague Gabrielle Prohn, manager of public relations, spoke with....