SAP North America has a presence on 25 social media channels and is able to keep its message on the same page by coordinating efforts and focusing on social skills, writes Gerry Moran, the company's director of social media marketing. SAP North America uses weekly social media calls to share best practices and successes, while having marketers practice headline and content creation and reformatting. "It's now become muscle memory for people to think about social first," Moran writes.

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