Social Customer Experience: Engage and Retain Customers through Social Media

Chapter 10 Social Objects

Networks and communities are made up of people, of course, but they are also made of something else: content. In fact, as a customer the first thing you probably notice about any social channel is the content: Is it interesting? Is it useful? Can you rely on it? If you’re creating a social experience for your customers, you want them to answer yes to all of those questions.

But what kind of content do customers want? What’s the best balance between brand-published content versus customer-generated content? What’s the most effective form for content: text, image, video, or something else? To answer those questions, we need to look at social content in broader context. We’ll do that through the powerful concept of ...