American Express’s guide to social media engagement

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

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From Facebook and Foursquare to Twitter and LinkedIn, here’s a look at how the company engages its audience—and what you can learn from its approach. Large brands in conservative industries often view social media as a threat because they hear and see PR horror stories. They feel they have more to lose than gain by participating and embracing new media.

The truth is that social media is becoming a vital asset with enormous reach. So how does a conservative industry like financial services use social media? We look to American Express (Amex) for some answers.

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