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Big ideas don't have ROI

By: Paul Gillin on September 19, 2011

American Express' OPEN Forum for small-business owners routinely attracts more than 1 million unique visitors a month.

SAP cultivates customer communities

By: Paul Gillin on February 24, 2009

As the software industry has consolidated and diversified, successful companies have increasingly been those that build an ecosystem of customers and partners who support each other and share customized programs.

Looking at the best-of-breed blogs

By: Paul Gillin on June 04, 2007

I typically use this column to look at future trends, but this month I want to recognize some businesses that are simply doing a great job leveraging corporate weblogs, which are the most mature social media tools.

Dell's Tech Center as marketing asset

By: Paul Gillin on March 09, 2010

Dell Computer's Enterprise Technology Center was never meant to be a marketing vehicle, so the staff was pleasantly surprised last year to learn that the community site had touched millions of dollars' worth of new business for Dell.