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To deliver a bigger business impact from social branding efforts, firms must craft the right brand voice and content. But providing a steady supply of great content is a huge challenge. To meet it, firms are expanding their view of their customers for more opportunities to engage with them. Others are acting as their own “journalists” (crafting stories about their brand) and “publishers” (posting or pushing content according to a calendar). All these efforts must be protected by a social media crisis plan.