9. Socially Speaking: The Social Business

The most common reason that businesses fear social media is that those companies believe the audience will criticize them. Worse still, those companies believe they won’t have an appropriate response. This fear is as common to large multi-outlet retailers as it is to a mom and pop corner store. No one wants bad news, and no one likes dealing with people who are perceived as “difficult customers.” Yet all businesses must face one inescapable reality at some point—it is impossible for a business to provide a product, service, or customer experience that meets or exceeds every customer’s expectations, every time. In a social media world, that means those customers now have an instant platform for sharing ...

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