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Social Media Marketing by Emi Moriuchi

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CHAPTER 5

Optimizing Consumer-Generated Content

Today, everything is about the Internet, social media, and the power to tell an engaging story about a brand on consumer-generated content (CGC) platforms. It is arguable that a company may be considered as a “laggard” and not an “innovator” if it is not a part of any social network. Regardless of the type of social media platforms (Facebook, YouTube, Pinterest), if a company is not an active participant of these cyberspaces, they may lose the competitive edge compared to their major competitors. CGC platforms allow firms to engage with their consumers in a timely manner. This form of communication is not only cost-effective, but it also provides a higher level of efficiency, which may not be necessarily ...

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