To get its employees on board with social media, FedEx's team "realized we needed to go a lot deeper" than just one hourlong workshop. So team members ended up developing an online curriculum with 17 courses.
In about 18 months, more than 500 employees had completed the coursework, Horne said.
"This is probably one of the best investments we could have ever made," she said.
To convince leaders that investments in social media platforms made sense, Horne said she and her IT partners discovered some of the "hidden dollars" that departments were spending to build their own, ad-hoc technology to connect and seek out experts.
Brands and marketers have different levels of participation in the social media space, but many have similar goals and strategies. The "2010 Social Media Benchmarking Study" from Ketchum and FedEx fou
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