Business Use of Social Media
The previous chapter described many ways the public sector could use social media. Businesses and nonprofit organizations can use social media in similar ways. They can use it to broadcast messages to customers, to solicit feedback or input, or to interact with customers. For businesses, there are often two major drivers of social media use—marketing and customer service—and these will often dictate how best to use social media.
Businesses can communicate with their existing customers, potential customers, or interested parties. For ease of discussion in this chapter, we will refer to all of these audience members as customers.
Social media can be used to reach many customers, and because they are an interested ...