“This isn’t Margaritaville. You can lose the parrot head, my friend.”
— Susan Emerick
Many brands have given their employees permission to use social media, published a social media policy, and offered training on the use of social venues. But that level of support leaves a lot of potential value on the table. This chapter explains the kinds of support that a brand should provide to fully empower employees and partners in social media.
Many brands avoid empowering their employees in social media because they do not want to dis-intermediate the marketing team from customers, or they do not want employees creating brand assets that the brand does not own. Some brands fear that employees ...