If one had followed Jesse Abrams on a walk through the halls of General Mills when he was the company’s digital marketing lead, they would have heard friendly calls of “Twitter!” and “Facebook!” coming from of the cubicles. In his four years with General Mills, Abrams earned a reputation as the go-to digital expert, so much so that his co-workers took to calling him not by name, but by the social networks he helped oversee as part of the company’s marketing campaigns.
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