Tone Tips

Line 6’s Feedback Loop: How the Guitar Tech Firm Embraces Social Media

Frank Ritchotte starts his day early. In fact, you may find him at the gym shortly after 3 a.m.—but by then he’s already spent a considerable amount of time on his phone.

Such is the life of Line 6’s senior director of operations.

He usually arrives to the office by 5 a.m., but not before he’s caught up on any messages from customers and browsed a sampling of select websites to get a feel for the recent Line 6-related activity.

"Social media has come a long way, a shockingly long way," he says. "It’s part of our life and it’s a tool we can use to do business—and we are."

"My day really can’t get started until I have read all the posts that may need my attention or that are directly asking me or my team for support. In fact, I encourage our customers to reach out to me directly and they usually do. They friend me on Facebook, send me private messages on guitar forums, they email and even send texts. It’s a lot of work, but it’s something that helps drive home the genuine nature of what Line 6 is about."

By 3:30 p.m.—after a day filled with meetings and discussions related to products, service, support, and sales—he makes his way home, but also makes a habit of continuing to monitor various social profiles until he calls it a night around 8 p.m.

Ritchotte joined the Line 6 team in 2009, relocating from the familiar New England area where he’d spent much of his life to sunny Calabasas, California.

Especially since the company was acquired by the Yamaha Corporation in early 2014, Ritchotte believes there’s a perception that Line 6 is a faceless, uncaring multinational. But he's quick to note that the move was more of an acquisition of talent, technology, and brand recognition than a change in strategic direction. Also, that Line 6 continues to maintain independent management and handle day-to-day operations in-house.

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