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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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Index

A

AARP (American Association of Retired Persons)

content governance, 226

content marketing challenges, 122

Abramovich, Giselle, 121

Addvocate, 85

Adidas, 198

administrators, 236

advocacy. See brand advocacy

agility of media companies, 56

AIG, 206

Amazon Prime, 44

AMC Theatres, 105

American Association of Retired Persons (AARP)

content governance, 226

content marketing challenges, 122

American Express, 118-119

American Express Open Forum, 180

American Red Cross, 103

analysts, 235

analytics, in Sprinklr example, 48-49

ArCompany, 125

Armano, David, 44

Arnold, Bob, 122

The Atlantic, 189

Audi, 105

audience affinities, 203

audit trails, 209

B

Baer, Jay, 74

Bailey, Kirsten, 76

Baumgartner, Felix, 142

benefits, role in content narrative, 146

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