Bosses love examples. Morgan Johnston of JetBlue showed his boss how many people were talking about the competition on Twitter, and then what people were saying about JetBlue. A few minutes of watching the screen later, and JetBlue’s management team knew that they had to do something.

Bosses love clear plans. Saying “I want to tweet on behalf of the company” or “I think we need a Facebook page” won’t go very far. Troy Janish from American Family creates compelling presentations to show the management what the strategic outcomes of his business intentions for using Facebook will net the company in measurable results. As a result, they go for it.

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