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Big Brand Theory: American Airlines Busts Silos

Big Brand Theory: American Airlines Busts Silos
Jonathan Pierce, Director of Social Media Communications at American Airlines, talks about his organization’s silo-busting philosophy. “From the moment we set up our social team, our focus has been creating an independent, integrated social team consisting of all disciplines rather than harken back to the silo-driven approach where you have social embedded into different functions – not seeing it as one.”

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