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The PayPal Official Insider Guide to Social Media: Make money through viral marketing by Brian Proffitt

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18. Listening to Your Customers

As you work with social media, you will soon discover the enormous potential this channel can have to communicate directly with your customers. As a one-on-one channel, social media certainly has its strengths, but it can also expand communications to create a full-fledged community.

In this chapter, we will explore what it means to use social media to listen to and communicate with your customers, and how lowering the barriers and increasing the value between you and your customers can lead to a better experience for everyone.

Building Community

The idea of “community” conveys different values to different people. To some organizations, community is strictly used in a collaborative context, such as a community ...

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