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05 Jul 09

How Cisco uses Social Media

Gibson opened her talk with a statement that captures the essence of social media at Cisco.

“In a world where everything is open, we value openness and transparency.”

There are three ways that Cisco uses social media especially blogs to drive customer engagement:

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cisco engagement socialmedia customers customerengagement marketing transparency openness ROI

While Cisco is very focused on ROI, there are no standard metrics, so it uses a variety of metrics. For example: they look at the free media impressions from social media activities and measure how much does that would have cost them to assess cost savings. However, since social media is resource and management-intensive, the cost for it is still fuzzy.