CHAPTER 5Engage Your Followers

ImageEngagement is our business objective. We’re building a real relationship in a virtual space.Image

—CHRISTINA SPONSELLI, Social Media Director, University of California, Berkeley

The Green Bay Packers beat the Pittsburgh Steelers in Super Bowl XLV by a score of 31 to 25. Packers quarterback Aaron Rodgers threw for 303 yards and three touchdowns while Pittsburgh committed three costly turnovers. The price of a 30-second television spot was $3 million. With a U.S. audience of 111 million, it became the most-watched Super ...

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