Even small brands without millions of followers can generate social buzz if they manage the process correctly, according to Kristi Gloppen, a Xilinx senior marketing executive. The manufacturer of programmable microchips reached out beyond its normal social sphere of influence by inviting expert engineers into a third-party created content platform called All Programmable Planet. Nearly a year into the project, social media visits rose 100,000 page views a month and messages and page views far exceeded expectations.
How a small B2B can build a big social community
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