Some CEO's feel like if the 'opt out of social' they are somehow protected. That is just crazy.

If all you did to improve your commercial presence was to train your sales people on the importance of influencers ... how much more effective could they be?

We have our own internal version of Klout. We do rate people in this way - their effectiveness on social media. Tying social into a performance measurement works. The productivity of a sales who has an effective social media presence is 3x an employee who is not active on the web.

Social media does not change your culture, it reveals it.

Some CEO's feel like if the 'opt out of social' they are somehow protected. That is just crazy.

The number one use case for social media among our customers is around innovation - innovating with employees and with customers. For most businesses this is going to deliver the highest ROI.

We have a constantly-changing portfolio of social media experiments. The first time we tried applying social technologies in a customer service department it became the most productive department in the company.