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The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media by Susan F. Emerick, Chris Boudreaux

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1. Web of Trust: The Case for the Social Work Force

“Before a revolution, everyone says it’s impossible. Afterward, everyone says it was inevitable.”

— Anonymous

Permanent changes in human communication are making trust-building and online advocacy critical priorities for brands. Trust in traditional media is declining while trust in social media is increasing. In addition, people trust information and official corporate channels less, while trusting employees more. The ways that brands connect with customers must change.

Social media are all about people and relationships—not brands, not technology. People.

While most of us understand that online advocacy drives sales, many people do not realize that sales correlate strongly with the number ...

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