Want a better social strategy? Try hiring a poet

01/31/2013 | SmartBrief/SmartBlog on Social Media

General Mills didn't hire self-annointed social media gurus when it wanted to unify its brands' social presences; instead it hired poets, a psychologist and a nonprofit worker, Andy Sernovitz writes. The aim was to build a community, not simply a marketing task force, social media engagement manager Aaron Miller says.

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