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The Social Employee: How Great Companies Make Social Media Work by Mark Burgess, Cheryl Burgess

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CHAPTER 12How Social Executives Drive Brand Value

Visibility is in the very DNA of what it means to be a social employee. It forms the foundation of every social business interaction, whether internally or externally. It’s an inescapable truth, but it’s also easily overlooked. After all, being visible simply isn’t the way most of us are used to operating.

In traditional business models, executives would play the most visible roles at their companies, putting a friendly face on their brands whenever the need arose. While the era of the social employee has somewhat diffused that responsibility—almost anyone can occupy the spotlight at any given moment—the need for strong social leadership from the C-Suite has never been more important. Today, social ...

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