About 90% of people don't follow the Twitter accounts of their friends' and family's employers, writes Andy Sernovitz. That statistic presents an opportunity, as evidenced by AT&T's success in asking workers to promote social content on their personal feeds. By building a dedicated internal content hub to engage its 80,000 employees, AT&T found that many social media newbies ended up becoming strong brand promoters, AT&T's Lee Diaz says.

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