Chapter 2 The Social Customer

The Social Web connects your organization and its stakeholders—customers, employees, suppliers, and influencers, all of whom have defined new roles for themselves. This chapter explains these new roles in business terms, showing you how to determine which connections matter, who is influencing whom, and where the next great ideas are likely to originate.

Chapter contents:

  • Who is the social customer?
  • The motives for social interaction
  • The customer experience and social CRM
  • Customer outreach and influencer relations

Who Is the Social Customer?

In the early days of the Web, the marketing debate centered on the question “who is the Internet user?” Much effort went into characterizing the members of this new segment. ...

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