Title: Senior manager-social media

Company: CDW Corp.

Years in current job: 1

As senior manager-social media at CDW Corp., one of Lauren McCadney's key tasks is identifying advocates for the company, then encouraging them to spread their delight with CDW far and wide.

CDW finds such advocates through the Net Promoter Score system. Using NPS, CDW asks its customers a variation of this basic question: “On a scale of zero to 10, how likely are you to recommend CDW?”

Any customer responding with a nine or 10 is considered a “promoter.” Under McCadney's guidance, CDW seeks to turn these promoters into active advocates for the brand. They are sent an email asking if they'd like to write a review of the company that could be posted on CDW.com. About 36% of promoters opt to do so, and 22% share their reviews via social media or email.

“Facebook is the No. 1 place where people elect to share their reviews,” McCadney said.

Additionally, she said, CDW promoters spend about 14 times what a typical customer spends. The company examines these promoters to uncover what they have in common to see if there are ways it can create more of them. “Who are the account managers who handle these accounts, and how are they doing what they do?” McCadney asked.

McCadney has spent a portion of her free time instructing the next generation in the use of social media. She recently taught an online course for the University of Texas titled Social insights: Leveraging the social Web.

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