How to Run an Effective Social Media Program

Photograph by Aping Vision

Consulting firm Vivaldi Partners recently published a ranking (PDF) identifying companies adept at using social media to generate consumer awareness and trigger purchases. The top 10 includes not only online stalwarts Google and Amazon, but also Subway, Target, Heineken, Dunkin’ Donuts, and Home Depot—household names of today that are taking steps to remain the household names of tomorrow.

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