Chapter 15. Community Managers and Customer Service 2.0

The Social Web levels the playing field, giving both businesses and everyday people access to powerful tools and services to share their voices, opinions, and experiences with their peers. It also enables them to shape perceptions and decisions, and build long-term relationships. In the new world of PR, communications professionals must listen to and observe (and sometimes engage) today’s world of new influencers. By new influencers, we’re referring to people just like you and me. They could be customers, peers, employees, partners, enthusiasts, influential bloggers, reporters, or analysts. This dynamic of listening to and engaging in everyday dialogue is often referred to ...

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