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The Social Business Imperative: Adapting Your Business Model to the Always-Connected Customer, First Edition by Clara Shih

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1. The Social, Always-Connected Consumer

“Overnight the digital age had changed the course of history for our company. Everything that we thought was in our control no longer was.”

—Howard Schultz, Chairman and CEO, Starbucks Coffee Company

More than 2 billion people today around the world are active on social media—primarily Facebook, but also LinkedIn, Twitter, WeChat, Instagram, Line, Xing, Pinterest, Vine, and a dozen more forums of significant scale. For businesses, the imperative isn’t merely to be where your customers are; it’s re-architecting your business models and business practices around the new ways in which customers are discovering, researching, validating, and sharing constantly with friends, strangers, and influencers on social ...

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