The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World by Macy Beverly & Thompson Teri

Author:Macy, Beverly & Thompson, Teri [Thompson, Teri]
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2010-12-12T21:00:00+00:00

Key Principles

EMC came up with a handful of key guiding principles that it referred to throughout its social journey. As it encountered various problems and challenges, it returned to the core principles, which it still follows.

Rationale

The rationale for investing in social media proficiency was simplified to “exploiting the potential of transforming a wide range of business processes at EMC.” The company saw social media as a business tool that it had to learn to get good at, just as it had to learn to get good at e-mail or navigating the Internet.

EMC saw how learning a new set of competencies could significantly reengineer many aspects of the way it would do business in the future. As a company, it could see great potential to do many things better, faster, and cheaper through what would be known as SMP (social media proficiency).

Key Point Note the focus on proficiency versus tools or a platform. As with most productivity initiatives, the tools are of relatively low value unless people know how to apply them to the business.

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