To build a community, look beyond your brand

06/8/2010 | SmartBrief/SmartBlog on Social Media

Texas Instruments' engineer-to-engineer community is a model example of a business-to-business social strategy in action, writes Andy Sernovitz. The secret of TI's "E2E" community is that it's not just useful for talking about TI products; it focuses on providing engineers with a place to discuss and collaborate on complex problems, and allows brand value to emerge organically from that process.

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