GE's social media philosophy: Put the bullhorn down

You don't have to go viral to be successful on social media. GE is proving that with what it calls "micro-media"—communications efforts that target small communities and facilitate discussion within them rather than trumpet to huge audiences. "I don't speak to my friends with a bullhorn," says Paul Marcum, director of global digital marketing and programming at GE. "As a social engager, you can't." What GE has done instead is to foster communities such as read more...