American Express stands out among b-to-b marketers for its award-winning promotion of OPEN -- a card targeted at small business -- across several media. "Many business owners have what we call a 'high relationship IQ' but a 'low social media IQ,'" notes OPEN's Jason Rudman. The division has a forum that serves as a resource to boost their social-media skills, help small businesses network and boost brand recognition for OPEN. "We keep a pulse on how we are doing by measuring engagement and soliciting feedback," Rudman adds.
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