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Socially Minded: Voice of the C-suite: Ram Krishnan, Chief Customer Officer, PepsiCo
"Ever since we’ve been able to validate the ROI on some of the social media platforms, it’s been a significant part of our strategy. We’ve been able to aggregate sales data at point of sale across the retail channels, so you can attribute a campaign that we’ve run on social media to sales in stores." Ram Krishnan, chief customer officer of PepsiCo, weighs in on the role social media plays in communications and marketing at his company.