How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands

Index

24-hour news cycle, real-time marketing, 319

360 Social. See Bentley, socialization of an organization

80/20 rule, creating content, 323–325

A

accessibility

influencers, 146–147

social media, 292–294

action KPI, 36

AddThis widget, Bentley’s LEARNserver, 109

Adobe’s Social Media Center of Excellence, 48–53

enablement, 50–51

governance, 49

innovation, 53

measurement, 51–52

advocacy programs, 231–242

brand advocacy, 232–239

brand employees, 239–240

creating community, 15–16

embracing advocates, 235–236

encouraging feedback, 234–235

identifying advocates, 241

measuring data and improving program, 241

objectives, 241

program dynamics and strategies, 16–25

Afshar, Vala, 34

American Red Cross, social-by-design case study, 53–54

anticipating risks, ...