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SOCIAL M
EDIA AND C
USTOMER E
NGAGEMENT

1

Social Media and

Customer Engagement

Given the visible impact of Web 2.0 in market-

places around the globe—or more correctly, the

marketplace of the globe—social technology is

now considered a “given” in business. So many

have assumed that social media and a presence

on the Social Web are “must haves” that a sort of

land rush to build communities and create brand

outposts in places like Facebook and Twitter has

resulted, too often without fully understanding the

long-term organizational impact and the business

opportunity that these efforts—done in a system-

atic manner—actually offer. This chapter tackles

the basics of what makes social business work.

Chapter Contents

The Social Feedback Cycle

The Social Web and Engagement.............................

The Operations and Marketing Connection