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Social Roots by Andrew Weir, Cindy Gordon

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CHAPTER 11

Social Analytics

The Challenge

We have discussed the root stories of social media giants throughout this book that have transformed the digital landscape. The rapid rise of social media and online communications has been blurring the division between social and traditional marketing, market research, PR, advertising, CRM, customer services, and even innovation. Social approaches are now infusing all companies’ business practices, processes, and activities. Companies are increasingly investing into social media programs and purchasing social media monitoring technologies and services to help develop their strategies. They are being integrated into core business operations—and simply like we experienced having telephone in the office ...

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