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Social Customer Experience: Engage and Retain Customers through Social Media by Joe Cothrel, Dave Evans

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Chapter 1 Social Media and Customer Engagement

Social technology is now part of business: The growing role of online social interaction in people’s lives has made social a must-have for anyone making or providing a product or service. After all, if our customers are social, then business and the way it is run must be also.

The unfortunate result is a sort of land rush to build brand outposts in places like Facebook and Pinterest, too often without fully understanding the range of options that exist for social efforts and the business opportunity that social technologies—implemented in a strategic and systematic manner—actually offer. This chapter tackles the basics of what makes a social strategy work.

Chapter contents:

  • The social feedback ...

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