The Social Employee: How Great Companies Make Social Media Work

FOREWORD

In an age where social media rips the covers off the behind-the-scenes aspects of business, leading brands are realizing the importance of encouraging their employees to develop social voices. Bringing a human face to institutional brands, social media can help companies communicate within their own employee bases, connect with interested customers, and cultivate other key stakeholders as never before. It is a two-edged sword, but given that it is undeniably here, now, social media must become a critical piece of a brand’s arsenal—not just as a general way to connect with fans, but as a way to increase the surface area of communications throughout their rank and file, as well as with the external world.

Mark and Cheryl Burgess’s premise, ...