Cheryl Burgess, a social branding marketer and speaker, and Mark Burgess, a digital marketer, content marketing strategist, speaker, and marketing executive, who run a social branding
consultancy, demonstrate how Cisco, IBM, AT&T, Adobe, Southwest, Dell, Axciom, and Domo have used social media to create a social culture to drive employee engagement, brand awareness, and
profitability. They show executives, employees, business owners, industry analysts, and educators how the social employee as an individual can drive a brand’s reputation, what this type of
employee looks like, the conditions in which they expect to work, and the need for leadership to define and build a culture that allows them to thrive. They also describe the new dimensions of
the customer buying phase; how to address common concerns about going social; how employee voice is the brand identity; and how the lines are blurred between brands, employees, and customers.
After case examples of the aforementioned companies, they discuss how social executives can drive brand value, how digital/social education can teach social employees to use their power, how to
build communities of shared interests, and how content marketing can empower employees. Annotation ©2013 Book News, Inc., Portland, OR (booknews.com)
