GE and social content: how a 120-year-old company is experimenting with online video

Geoffrey Precourt

An overview of GE's digital strategy, as described by a BRITE Conference keynote from Linda Boff, a director of digital marketing at the company.

GE and social content: how a 120-year-old company is experimenting with online video

Geoffrey PrecourtWarc

What is the 'brand' of a company that is 120 years old, with 300,000 employees in 200 countries, whose product lines include jet engines, massive turbines, magnetic resonance imaging machines, refrigerators, washers and dryers?

Linda Boff, Executive Director for GE's Global Digital Marketing Group, has been wrestling with that question. "In the last year, we've been asking ourselves, 'Why – and how – does GE matter?' And, 'Who should it matter to?' We've gone through a lot of soul-searching over how to tell the...

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