Chapter 12, “EMC and Intel: Examples of a Social Business” highlights two social business case studies of companies that exemplify the characteristics of a social business and are succeeding in the social space.
EMC and Intel EMC first gained focused internally and created a fully collaborative, social organization before unleashing its employees externally to engage with customers. Intel, on the other hand, began its journey as a grassroots effort more than 10 years ago when technology experts and IT managers were engaging in forums and chat rooms, talking shop with other IT managers. This natural groundswell effect from employees, coupled with management’s vision to socialize the organization, drove Intel to become a leading brand in social media.
Both of these case studies are meant to help business leaders, executives and marketers learn how to successfully facilitate organizational change so that social behavior is engrained in the daily fabric of employees’ job functions and in its business operations.
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