7. How to Begin

“The only reason to give a speech is to change the world.”

— John F. Kennedy

Empowering employees in social media requires broad support from across your organization. Achieving a broad base of support from executives and teams typically requires a gradual approach that first estimates the potential value of the effort, engaging executives for support and resources, then gradual deployment of the program in ways that let the organization learn and improve as the program scales. This chapter explains ways that you can build the needed support in the earliest stages of your program.

Once you believe that you can create significant value for your organization by empowering employees or partners in social media, the next most important ...

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