2. Help Your People Do Well

“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.

Why You Must Help Your People

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 ...

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