Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing costs of marketing, selling and customer service. However, employees must engage in public, real-time conversations. And most people are not professional communicators.
Enabling employees and partners in modern business requires new skills, business processes, governance, measurement, and infrastructure. In addition, leaders must learn new ways of managing risk, while helping employees build and manage external relationships in real-time. Nearly every industry is affected, and this book provides frameworks, guidelines and case studies for people to navigate the change for their organization.
This business reference is a must read for anyone striving to build brand advocacy. Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing costs of marketing, selling and customer service. However, employees must engage in public, real-time conversations with key influencers. This book provides business leaders the road map to:
- Empower employees and partners to engage in social and digital media at scale.
- Understand the skills, business processes, governance, measurement, and infrastructure required.
- Build the business case and manage the journey.
