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Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships by Michael Brito

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4. Empowering Employees, Customers, and Partners to Feed the Content Engine

“Tweetable Moment: Smart marketers will enable employees, customers, and partners to feed the content engine and help tell the brand story.

—#nextmediaco

If I were a PR guy and shared a press release on Facebook or broadcasted a Tweet announcing a new product or service, chances are you wouldn’t notice. And if you did notice, you probably wouldn’t care. I am a marketer by trade and I have an agenda. I want you to buy my product, click my link, download a whitepaper, Like my status update, and then tell all your friends about it. This is one reason I’m not trusted or credible in the eyes of the consumer.

But what if a random employee does the same? Will he or she get ...

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