Marketers who can bring the right people in their organizations into social media conversations with customers will have an advantage over competitors.

How do marketers get going on this all-important internal campaign? Slowly and by engaging a small group of employees to begin with, says Intel’s Social Media Center of Excellence team. In this ITSMA Case Study, we will look at the ways that Intel built internal support for and engagement in social media among its employees.

Key Takeaways

• Finding and supporting employees to participate in social media has become marketers’ responsibility.
• Pair up customers with their natural conversation partners within the company.
• Companies must develop guidelines and frameworks for participation and offer education and support.
• Social media marketing must be integrated with the larger marketing strategy.