Avon has 6 million representatives in 70 markets, and sells to customers in more than 40 languages -- and that raises some tricky issues for the company's social media strategists, Andy Sernovitz writes. Managers let representatives take the lead to craft locally relevant social content, but also trained them to ensure they kept things simple, fun and to the point. "It's not enough to give your advocates the right tools -- you also have to make sure they know how to use them," Sernovitz notes.

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