ABSTRACT
If the traditional marketing playbook consists of press releases and calls to friendly journalists, the new one resembles a rich tapestry of company-generated content designed to engage customers.
Social businesses are creating and self-publishing this tapestry of content, because it’s viewed as a strategic asset. They now put as much thought and design into their content as they do their products and services. And visionary executives are assigning the chief social evangelist to anchor the program, backed by a team of social reporters and a camera person.
