When social networking and collaboration tools and media first emerged as a cultural phenomenon, many companies had a predictable reaction: ignore a new form of communication that, at first glance, could not be influenced, much less controlled.
However, as social media channels have matured, the most progressive brand stewards recognized that embracing social networks and collaboration tools can enhance customers’ relationships with a brand, and be an invaluable resource for serving those customers better.
Social media’s role in the knowledge economy is evolving rapidly, both within and external to an organization. Let's look at the best practices that can help companies to embrace social media, harvest knowledge from the conversations in their user communities, and apply that knowledge to deliver better customer service:
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