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2

The New Role

of the Customer

The Social Web visibly connects your business or

organization and its stakeholders—customers,

suppliers and influencers, each of whom have

defined new roles for themselves very much in

control of the information they share as they

evaluate competing options. This chapter explains

these new roles in business terms, showing you

how to determine who is influencing whom and

where the next great ideas are likely to originate.

Chapter Contents

The New Role: Social Interactions

Customer Relationships: CRM Gets Social.....................

Outreach and Influencer Relations