The recent introduction of online social networks has arguably become the most disruptive and opportunistic new business practice of this decade. Today’s online channels serve as a public forum and thanks to the web, every interaction has the potential to become broadcast as one-to-many, for better or for worse. In fact, one of the fastest growing assets around corporations today is the amount of content, knowledge and brand promoters that have developed over social networks. Companies that are able to leverage these assets will be those best positioned for future success.
Customers Drive the Content
There has been a fundamental shift in the amount of external control that a company has over its brand, its service model and even the type and amount of product or service information that is available. In today’s social forums and online channels, customers are shaping the conversation outside of the boundaries of the enterprise, replacing scripted FAQs with their...
