Social Customer Experience: Engage and Retain Customers through Social Media

Foreword

I’ve had the pleasure of working with Dave Evans on three books now; first as an editor on Social Media Marketing: An Hour a Day, then as a supporting author on Social Media Marketing: The Next Generation of Business Engagement, and now writing the introduction to this newest book by Dave and coauthor Joe Cothrel. It’s been a fascinating journey over the last five years as we’ve all watched this social media thing turn from a small line item to a major component of marketing budgets. And customer care budgets. And product innovation budgets. And human resources budgets. The world has embraced social media, and most brands are struggling to keep up.

The steady evolution and adoption of social technology in business—whether by small, ...