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The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits by Barton Goldenberg

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Chapter 1. Social CRM: The Intersection of Social Media and CRM

For decades organizations have had one-way conversations with their customers in which the organizations did all the talking. Now, with the advent of Social Media, organizations and customers engage in two-way dialogues. This has transformed the rules of the marketplace.

Social Media is the newest way for organizations to communicate with and relate to employees, consumers, partners, and other stakeholders. It is enabling customers to have their say by posting exactly what they think about any organization’s products, services, and policies—for everyone to see. Social Media is all about the ability of individuals to connect and share freely online through a set of highly interactive ...

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