My pal, Steve Mann at SAP, wrote a thoughtful post about how folks should start with the right type of employee first, and not social media tools, when it comes to social media marketing.

My favorite:

Marketing Drives Conversation, Conversation Drives Relationships, Relationships Drive Brand Affinity, Brand Affinity converts into Revenues.

I’d say this is true even for an organization’s internal “customers”… For example, if you want your salesforce to better absorb your enablement materials, create some relationships with them first.

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