Photo of ice cream sundae cupcake by Flickr user jamieanne, licensed under Creative Commons: http://bit.ly/uu3SOa

Photo by Flickr user jamieanne, licensed under Creative Commons: http://bit.ly/uu3SOa

Chris Perry, Weber Shandwick’s head of digital, features a worthy example of effective social media by a big brand and writes for the Forbes CMO network:

Successful social programs arise from defining what the brand should stand for, aligning behaviors and voice, then empowering your people to deliver in the market. Think of it as empowered leadership, dispersed to resident experts across the business.

What’s the sweet spot for brands in social? Read the whole thing.