GE's social media philosophy: Put the bullhorn down
With the launch of its HealthyShare Facebook app over the summer and other social media efforts directed at smaller communities, the company is proving that 'going viral' isn't everything.
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...
To continue reading this article, you must be a member of Ragan Select.