4. The Power to Sway: Helping Employees Build Advocacy Online
Coauthored by Constantin Basturea
“You will get all you want in life if you help enough other people get what they want.”
— Zig Ziglar
While many brands have given their employees permission to use social media on their own or on behalf of the brand, few brands support employees in a systematic framework to develop a web of trust relationships beyond the borders of the organization to support and protect the brand. This chapter provides a framework for such activity.
Permission Is Not Enough
In our experience with large and small brands, we have seen employees empowered in social media for a wide range of goals, such as the following:
• For a luxury brand, empowering employees ...
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