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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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8. Social Customer Service

“Cheers to a new year and another chance for us to get it right.”

—Oprah

From the Arab Spring and Ice Bucket Challenge to the FedEx deliveryman “monitor toss” and hit-YouTube music video “United Breaks Guitars,” consumers today are very much aware of the power they wield on social media. When there’s an issue, they no longer email or write letters or wait on hold for “the next available customer representative.” Those days are over: Today’s customers take to social media to sing your praises—or voice their displeasure.

A survey by Twitter found that 80% of its users have mentioned a brand either positively or negatively in their tweets.1 Unfortunately for businesses, more consumers (53%) tend to tweet about a bad experience ...

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