Pity the large brand, at least when it comes to social media---because social efforts can be a tricky thing.
At the enterprise level, consistent engagement on social platforms is often considered too unwieldy, social participation is thought to be too hard to govern, and don't even get me started on measurement. Meanwhile---the C-suite? Well, they're just too skeptical.
But guess what? It can be done... and not just by the usual suspects, either. (I'm looking at you, Dell and Zappos and Ford.) Social media management system Sprinklr pulled together a comprehensive ebook with advice from 30 social media leaders on exactly how to scale social media in the enterprise world. They invited me to participate along with 29 others, including Rohit Bhargava, Mitch Joel, Chris Brogan, Jason Falls, Joseph Jaffe, David Meerman Scott, David Armano, Peter Shankman, Mack Collier, Michael Brito, Jay Baer, Edward Boches, Nilofer Merchant, Ted Coine, David Weinberger, Shelly Palmer, Mark Earls, Renee Blodgett, Augie Ray, Brett Petersel, Ted Rubin, Sarah Evans, Jeff Bullas, Amy Vernon, Matt Dickman, Thomas Baekdal, Venkatesh Rao, Richard Stacy, Hugh MacLeod, and Doc Searls. It's a little embarrassing that Sprinklr termed us the "Social Media Dream Team." But whatever.
In addition to the chapters by each of us, there are also some useful checklists and a "readiness assessment." Incredibly handy tools, those.
Download the ebook here.
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Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.