Chapter 8

Change Your Social Media Value

Eavesdropping on the Market

“Social business” is today’s hot buzzword for good reason. “Social media,” however, is a bit of a misnomer. The word “media” implies a one-way relationship, a “broadcast” or “push.” In reality, it’s all about the social relationship, an interactive back and forth, and the technology that enables it. Online interaction on a social level is a connection, a two-way conversation, many times (en masse) that mimics many of the best parts of our relationships offline. A growing number of today’s consumers live and breathe in digital real-time, and expect this two-way relationship from their brands, products, service providers, and causes. Social media contains the conversation itself, ...

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