Whether b-to-b or b-to-c, social medial needs to be at the center of your business - a driving force behind customer engagement. But sometimes it requires buy-in from the highest level of your organization.
Here's how B. Bonin Bough, Global Director of Digital and Social Media, PepsiCo, implemented a powerful social media component to their business...as well as how they got top level buy-in (via Social Media Influence):
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