In McKinsey Quarterly, February 2011 E-newsletter, the article and interview on “What non profits can teach the private sector about social media” is a MUST read. In a case study excerpted from The Dragonfly Effect, by Jennifer Aaker (Stanford University marketing professor) and Andy Smith (marketing strategist) they present their definition of engagement and how important this process is in cultivating relationships.
Their definition of the engagement should be posted on the walls in our organizations. Read this article and see why.
-Gail
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