The Social Employee: How Great Companies Make Social Media Work

CHAPTER 10AT&T: B2B Social Networking at Its Best

AT&T can trace its roots all the way back to the advent of telecommunication and Alexander Graham Bell. Over a nearly 140-year history, AT&T has persevered through a wide variety of changes—both internally and externally driven—and emerged triumphant throughout all of it.

Redefining Leadership

Today, AT&T is a leading provider of IP networking and wireless services in the United States, and brings a diverse array of adjacent technology services and solutions to business customers. The AT&T digital marketing team researched the patterns of B2B customers, from the smallest local business to the most complex global enterprise. The team found that patterns were rapidly changing, so they began to diversify ...