The document discusses how companies can use social media to strengthen their brands through employee and customer engagement. It provides an overview of how the traditional brand model is shifting to focus on deeper relationships and brand communities. Specific strategies and best practices are presented for developing a brand-based social media presence, including establishing goals, listening to conversations, empowering employees through guidelines, and encouraging discussions that build the brand.

2. WHO WE ARE

4. WHO WE WORK WITH

8. THE MODEL FOR BRAND IS SHIFTING

19. IN THIS NEW MODEL AUTHENTICITY IS KEY

23. EVEN MARTHA’S DOING IT

42. EXECUTING A SOCIAL MEDIA BRAND PRESENCE