Page 303 - Social Media Marketing

known for their culture, they attract and retain the best people. Given the connected ■ ╇ U se S ocial O bjects in B usiness
nature of consumers—and the ease with which they can and will share stories about
experiences with employees—it’s safe to say that at no time has business culture been a
bigger deal than right now.

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Figure€10.7╇â•L‰ ocal Cuisine as a Social Object

Use Social Objects in Business

Social objects exist as the connectors between participants. Remember, without a
social object, there is no reason for a conversation to exist. Without a social network
the conversation that might otherwise exist is hampered, but the (smaller) conversation
still occurs. The two work together through a social application like Twitter or a sup-
port forum to facilitate participation and engagement.