There are two sides at which organizations can be positioned in the social business spectrum. At one end, there are those that view social media as primarily a media channel through which their brand can be marketed to audiences – a limited view on social business. At the other end of the spectrum are those led by top management to create engagement with all stakeholders- - not just customers. For many businesses, adopting this social business practice means prioritizing their own employees as key stakeholders for engagement, ultimately empowering them to be brand ambassadors. These organizations see social as a “business” culture, embracing employee branding as a very positive asset that breeds loyalty and brand evangelism in a natural way. In this class, marketers and business executives from mid-size and large organizations can learn how to make the transition from tactical use of social media to strategic social business practices.
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