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Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business by Ted Schadler, Josh Bernoff

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6. amplifying your fans

You just experienced one of the most visible and disappointing product launches in history. Your main competitor has a burgeoning cool factor and makes fun of you—quite believably—in its commercials. Is this the time to start a social technology campaign?

If you’re Microsoft, it is.

In 2008, Microsoft’s Windows marketing was picking itself up off the mat. Despite the challenging and frustrating launch of Windows Vista, the company still had quite a few assets. When you have a ninety-plus-percent market share, there are a lot of people who use and like your product. The company decided to find those fans and get its mojo back.

One of the first things Marty Collins did when she became community manager for Windows in July ...

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