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Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization by Olivier Blanchard

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11. Social Media and Digital Brand Management

One of the biggest misconceptions to plague social media as a discipline—particularly in regard to its integration in the business world—is that it is primarily a marketing function. It isn’t. Social media, like other forms of media, can be used by just about every business function—from human resources to project management. At the crux of social media’s value to an organization, though, is the role it plays in brand management and particularly digital brand management.

Introduction to the New Paradigm in Digital Brand Management

Before blogs, forums, and digital social networks came along, brand management was a fairly simple affair: A company would build a brand, craft its messaging, distribute ...

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