Social Strategy at American Express
Mikolaj Jan Piskorski
Harvard Business School
April 12, 2012
Harvard Business School Strategy Unit Case No. 712-447
American Express has developed a number of strategic partnerships with Facebook, Foursquare and Twitter to improve their card members experience and lower its customer acquisition cost. The case details the history of these partnerships, examines American Express' own social platforms, and talks about American Express' future plans in the realm of social strategy. It then presents students with two options related to Amex's future options and asks them to pick one.
Learning Objective: To illustrate the concept of social strategy in the context of a financial services company.
Date posted: May 7, 2012