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Several years ago, your CMO or maybe the corporate head of communications shot you an e-mail with a call to action around doing something with “social”. Since then, you’ve launched numerous Facebook, Twitter, YouTube initiatives and yes, you even have a company Pinterest page. Now comes the hard part. As an organization with a national if not global footprint, you find yourself in a chaotic situation as regions scramble to “do their own thing” at the local level. You find this out only after you’ve seen yet another unsanctioned social property launch. Integration becomes a massive headache. You have several websites and mobile apps with poor or misguided attempts at social integration. Employee social usage becomes a black hole–your employees are all over social media, but mainly you just don’t want them saying the wrong thing. Vendor management has become a nightmare–your organization is using every new technology vendor under the Sun and losing efficiency and dollars in the process. In short, you operate in a complex organization and there is nothing simple about integrating social, mobile, and the latest iteration of digital into your legacy systems.
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