Bose Corp. has turned up the volume on social media activation to better connect with fans, tell different types of stories and extend the shelf life of its partnerships.In his presentation at IEG 2018, Pat LaCroix, Bose head of global media and alliances, discussed five lessons learned on being a social-first brand.Become part of the conversation in an authentic way Authenticity plays a critical role in social media outreach. Sponsors need to integrate their products in a way that is authentic...