Poor Social Responsiveness Risks Tarnishing a Brand’s Image
Techipedia: Tamar Weinberg
SEPTEMBER 6, 2012
Social media has instigated a leveling effect on marketing. While smaller companies will struggle to maintain the level of content creation that large corporations with extensive marketing budgets can, they are at no significant disadvantage when it comes to using social media for community building and customer service. Social media has become a preferred channel for customers to interact with brands, and they are conditioned to expect a conversational response.