Page 25 - Social Media Marketing
P. 25
Social Media and
Customer Engagement
Given the visible impact of Web 2.0 in market- 3
places around the globe—or more correctly, the
1 marketplace of the globe—social technology is ■ ╇ S ocial M edia and C ustomer E ngagement
now considered a “given” in business. So many
have assumed that social media and a presence
on the Social Web are “must haves” that a sort of
land rush to build communities and create brand
outposts in places like Facebook and Twitter has
resulted, too often without fully understanding the
long-term organizational impact and the business
opportunity that these efforts—done in a system-
atic manner—actually offer. This chapter tackles
the basics of what makes social business work.
Chapter Contents
The Social Feedback Cycle
The Social Web and Engagement
The Operations and Marketing Connection
