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Participating in social media has become a business imperative. More than 70 percent of organizations operating around the world are now active on social media. Many are finding significant benefits and unexpected risks along the way.  KPMG surveyed more than 1,800 managers and 2,000 employees at organizations in ten major markets and found that - in many cases - there remains a significant gap between expectation and reality when it comes to social media. 

blog on building legendary brands, with a lot of challneging and compelling thoughts

How to create innovation in the organization

Chances are your employees are already engaging in social platforms, so why not empower them as brand advocates?

Each brand is classified under an Engagement Profile, according to the brand's magnitude of presence and engagement. Those with high engagement and many channels (on the top right quadrant) are called mavens while those with one channel and low engagement (lower left quadrant) are named wallflowers. 

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"Vor etwa fünf Jahren galt das Online-Spiel "Second Life" als Erfolgsmodell, mit dem sich viel Geld im Netz verdienen ließ. Doch die virtuelle Welt erwies sich als zu kompliziert für viele User. "Second Life" wurde zur Plattform für innovative Firmen, die hier kein Geld verdienen, sondern sparen wollen."