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How General Mills Took Ownership of Its Brands’ Social Media Communities

February 1, 2013
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The words “isolated” and “fragmented” have no place in social media. That’s the reason General Mills knew it needed to bring together its brands, which were “doing their own thing” in the social sphere, and stop letting agencies manage brand communities. To do it, the company needed community engagement managers to bring ownership, accountability and real involvement to the company’s social media platforms. In his presentation at SocialMedia.org‘s BlogWell conference in Los Angeles, General Mills’ social media engagement manager, Aaron Miller, explained the reason the company thought community managers could help the company learn and grow—and even how the company...

 

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