The Social Media Strategist: Build a Successful Program from the Inside Out

CHAPTER 4THE SOCIAL MEDIA EVANGELIST

When most people think of social media at big brands, let’s face it: the social media evangelist is usually who comes to mind. The work of Richard Binhammer and Lionel Menchaca at Dell, Paula Berg’s work at Southwest Airlines, Scott Monty’s at Ford, and Frank Eliason’s at Comcast are often what comes to mind whenever people think of “social media at big brands.” (Maybe, if I’m lucky, you even thought of me and my work at GM and IBM. Since you’re reading my book, I kind of hope so!)

It can seem like a glamorous position. Those who represent a big brand within the social Web get to be the “human face” of a large organization to millions of people online. Their Twitter responses are much coveted, thousands (or ...