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Webs of Influence: The Psychology of Online Persuasion, 2nd Edition by Nathalie Nahai

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Chapter 10

Social media and customer service

As marketing converges with customer service and sales, marketing today is more about helping and less about hyping.

JOEL BOOK, SALESFORCE

Who, what, how and why?

From news and social commentary, to staying in touch with loved ones and having a rant, social media has become our primary method of communication in the modern age. Whether we like it or not, the myriad platforms that make up our social landscape now play a central role in all of our lives, be that at a personal or commercial level. Although most of us may use social media to maintain relationships, seek out information and garner a sense of belonging, brands are increasingly taking to these platforms as a means of engaging directly ...

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