Xerox's CMO on Leading by Example in Social Media
Harvard Business Review
APRIL 26, 2013
I wanted to show our teams at Xerox how a social program could help change perceptions of our brand. Another issue: Our executive team is proud of the Xerox brand presence in the social space, but we have a team-oriented, humble culture. If you want to sell, buy an ad or an advertorial or, perhaps, sponsor tweets. Don''t sell.
8 
Let's personalize your content