A Conversation (Not a Lecture) About Social Media

Customer engagement happens when social media is about relationships, not selling.

Nigel Dessau doesn’t pull any punches on his blog or, for that matter, in person. “The advice I give to other CMOs is to fire anybody who is a ‘social media expert,’” says Dessau, senior vice president and CMO of Advanced Micro Devices Inc. (AMD), a technology company that produces computing and graphics solutions. “I think most of them are talking rubbish. The first person who crossed the Andes was not an ‘Andes specialist.’”