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Much has been said regarding the Comcast efforts within social media, specifically regarding Twitter. I thought it would be fun to provide a context to the conversation as opposed to the tidbits that you may have read in the past. I have already mentioned our start in social media, which was spurred by Bob Garfield’s “Comcast Must Die” website. At this point, efforts to change the organization and the dialogue were hard at work. By the end of 2007, our social outreach was expanding well beyond the initial places where we sought out Customers in need of help. Our efforts through the “Ask Rick” program were providing us with useful information and we were turning many negative experiences into positive ones. We decided that it was time to formalize these programs.

In February 2008, I was asked to take on a new role creating a team to manage the “Ask Rick” program and our digital care efforts, specifically our help forum and social servicing. We estimated that we would need five people to match the workload that we were currently seeing. We wrote the job descriptions, determined compensation, and began the interview process. Prior to filling new positions, I worked with two employees, Sherri Carson and Mark Casem, to expand our current efforts in social media. We created a daily newsletter to track and report all of the activity that we were seeing regarding the brand on the Internet. I knew from prior experiences that sharing these stories would drive discussion ...

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