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Social Business By Design: Transformative Social Media Strategies for the Connected Company by Jeff Dachis, Peter Kim, Dion Hinchcliffe

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The Virtuous Social Business Cycle: Listening and Engagement

Most organizations that start to engage in social media marketing—or any other kind of social business activity for that matter—soon run into a challenge. Once they begin opening up to a wider audience, the sheer size of resulting participation quickly overwhelms a company's capacity to listen, much less respond, to what the world is saying. This isn't an issue for traditional marketing approaches: one-way communication may reach millions of listeners, but brands are not expected to engage in a sustained conversation. By contrast, in social media marketing, consumers, prospects, shareholders, activists, and other participants expect dialogue. Nonresponse can lead to damaged brand and ...

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