How to Improve Reach, Influence and Relationship Management Via Mobile, Social Spaces
Instead of fighting the stampede of social commentary, embrace it. A great example is Best Buy’s Twelpforce on Twitter. Through Twelpforce, Best Buy enables its employees to answer questions posed by customers. The collective technical and product knowledge of Best Buy's workforce is huge. By unlocking this knowledge based in social media, Best Buy creates a responsive and deep customer relationship. By combining traditional online customer relationship management tools such as email and the new tools offered by social media, brands can best serve the needs of their customers.
Over a decade ago, the ability to add a website to traditional marketing channels represented a huge opportunity. Some of the early experiments missed the mark. But over time, marketers learned how to harness the web and generated amazing results. I’m convinced that the impact of these emerging channels will be as great as that of the web over the past 15 years.