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The social ecosystem model provides an effective organizational blueprint for social media adoption. Because social media marketing is inherently advocacy-based, it depends on authentic, two-way interactions, peer recommendations, and earned media to succeed. Employees are empowered under a social ecosystem framework to engage across channels as authentic brand ambassadors. This ecosystem has three pillars: (1) the social governance council (SGC), (2) the employee experience (EX), and (3) the customer experience (CX). Through a focus on guidance, listening, and learning by the SGC, employees become the bridge between brand and customer, resulting in improved business outcomes and greater brand value.

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Mark Burgess

Mark Burgess

Rutgers Business School

Mark is co-founder and president of Blue Focus Marketing, a social branding consultancy that was awarded the 2012 MarketingSherpa Reader’s Choice Award for Best Social Media Marketing blog. Mark is also the co-author of the best seller The Social Employee: How Great...

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