Bonin Bough is the Director of Social Media at PepsiCo. He was previously the EVP and Director of Weber Shandwick's global interactive, social and emerging media practice, and was the founding member and SVP at Ruder Finn Interactive. His work has won a number of awards including a Webby, a Stevie, a Golden Pencil, a Sabre, a Big Apple, an AdTech, a Com Arts and a SxSW Viewers Choice award.
"Community building is hard work," says Bough. It's one thing to get people to engage with your company, and wholly another thing to get them to continue that engagement.