Inside Intel’s Social Media Strategy

eMarketer logo“We like to remind management and stakeholders that social media is not free. We don’t want to tap into our paid-media budget. We want to separate those two while driving deeper integration between paid and social media.”

In early 2009, Intel created its Social Media Center of Excellence to manage the semiconductor company’s growing presence in the social realm. Following a strategy it dubbed GROW (grassroots experimentation, results testing, operationalizing infrastructure, and widespread adoption) Intel has carved a path from experimentation to integration. Kathleen Malone, senior manager and social media strategist at Intel, spoke with eMarketer principal analyst Debra Aho Williamson about the company’s budgeting process for social media, how the Social Media Center of Excellence operates, and the challenge of ensuring that staff resources are allocated appropriately. Read More »