The Tasti D-Lite Way: Social Media Marketing Lessons for Building Loyalty and a Brand Customers Crave

CHAPTER 6You Can’t Outsource Relationships

Little happens in a relationship until the individuals learn to trust each other.

—David W. Johnson, author and emeritus professor, University of Minnesota

The age-old debate continues. Do we outsource, or keep it in-house? Throw social media into that query, and you’ll get some lively discussion. With so many new channels in use by consumers to connect with businesses, who has the time to add social functions on top of already busy and overworked call centers, sales desks, and support reps? Many organizations are overwhelmed when it comes to meeting consumers where they are in this new frontier, but as we’ve seen, this opportunity is exceptional and well worth the investment.

The feasibility of putting ...