To stir up its employees' engagement and brand loyalty, McDonald's is running an in-house talent contest powered by Twitter, YouTube and Flickr. Focusing on employees to build buzz is a smart move, writes Andy Sernovitz. "Too often, marketers forget to look at the people on their payroll when looking for talkers and evangelists. Not every employee will want to be a brand advocate, but the ones who do are likely to be among your brand's biggest fans," he notes.

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