Social Media Marketing

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USE S
OCIAL O
BJECTS IN B
USINESS
known for their culture, they attract and retain the best people. Given the connected
nature of consumers—and the ease with which they can and will share stories about
experiences with employees—it’s safe to say that at no time has business culture been a
bigger deal than right now.
Figure 10.7 Local Cuisine as a Social Object
Use Social Objects in Business
Social objects exist as the connectors between participants. Remember, without a
social object, there is no reason for a conversation to exist. Without a social network
the conversation that might otherwise exist is hampered, but the (smaller) conversation
still occurs. The two work together through a social application like Twitter or a sup-
port forum to facilitate participation and engagement.