Dow Chemical's researchers live in a "black and white" world of facts and numbers, so to get them involved with the company's social media outreach, digital chief Abby Klanecky needed to show hard evidence that their efforts would be rewarded. Klanecky built social maps to show scientists the potential connections they were missing out on, and gave them clear ground rules and standards of behavior for online conversations.
Dow Chemical discovers how to teach scientists to love social media
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