Software aids promote content via channel partners

02/6/2012 |

Channel partners can provide an authoritative voice with social media interactions, but those partners rarely have the resources to provide the content necessary to fuel the discussion, Ken Romley notes. Programs such as VMware's allow business-to-business marketers to create the content, have it vetted by partners and pushed out through the partners' social networks, giving it the appearance of their imprimatur.

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