Motorola Solutions took an oblique approach to using social networks such as Facebook for reaching buyers. Police, fire and public safety personnel "weren't only talking about their personal lives, they were talking about their jobs," recalls Belinda Hudmon, the company's senior director of global digital strategy and operations. A Motorola Solutions Facebook business page was employed to position "new services and products in thought-leadership content that discusses them in the context of industry issues," she says.

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