Top-Down Integration of Social Media

Written on Jul 10 2012

What is the real value of social media when social interactions aren’t exactly quantifiable?

Jared Wade answers this in his article Using Social Media to Mitigate Reputation Risk from Risk Management Magazine.

He draws a clear division between companies who don’t believe in social media and companies that integrate it from the top-down to the point where their CEOs communicate with it. It is no surpise that ones who adopt the second philosophy see the most returns – both fiscally and in terms of brand awareness and trust.

The idea of brand leeway is also explored – that if you build a relationship with your customers as a friend, they will be more forgiving of your mistakes.

Read the article here.

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