CHAPTER 8

sWOM on Popular Platforms

In our final chapter, we offer suggestions on how to encourage positive social word of mouth (sWOM) on popular social media platforms. Our coverage of social platforms is not exhaustive. However, you will see that there are similarities in “best practices” between each platform that you can apply to platforms not covered here. The chapter begins by discussing three important components of a company’s social media presence, regardless of the platform you are using: the cover and profile photos and company information. Given that the topic of content is covered in great detail in Chapter 6, in this chapter, we will provide some general comments regarding appropriate content and conclude with some platform-specific ...

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