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Toro: Growing Social Media Engagement Through Education


Toro is a leading worldwide provider of lawn maintenance, construction, irrigation and lighting solutions. In the early days of social media, the company was struggling to connect with an increasingly digital-savvy customer base. Executives asked Elasticity to develop a framework that would empower their employees to become brand advocates for Toro in social media.


We worked closely with Toro team members to develop a playbook designed to help them engage with current and prospective customers using various social media. In this playbook, we began by answering fundamental questions: What is social media? Why is it important to Toro? We then incorporated best practices and our recommendations for building and maintaining an online community, and responding to negative comments about the Toro brand. We also addressed the challenges of managing social media during working hours, offering tools and resources for making that process more efficient.


A playbook helped solve internal issues at the company, while providing employees with a useful tool for doing their jobs effectively and efficiently. To date, Toro has built a robust and growing community in social media, resulting in thousands of followers and fans, and well over a million video views.