Who is doing the best job with social media and why?
Bough: I love some of the work that we’re seeing done by the Ford folks. I think the Ford Fiesta movement is genius. Dell is selling millions of dollars’ worth of product over Twitter. Wow! I also love what John Andrews did at Walmart, where he created a real value exchange with mom bloggers by providing them with exposure. If digital lives just in marketing as a marketing channel, then it fails to capture the power of the organization, which is everything from strategic planning to R&D to innovation. All the folks who are thinking about how we game-change our business should be thinking around digital alongside us. That’s the integration that we’re driving. Magness: Businesses that are really utilizing social media as a way to interact with customers and answer questions are doing the best job. Transparency, collaboration, communication is really what it is all about. Twitter is one way to do that, but the one thing that gets overlooked the most is the phone. I think Zappos does an in
