Acting on Customer Intelligence From Social Media: The New Edge for Building Customer Loyalty and Your Brand

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Executive Summary

As social media gains ground, it is taking some mind share away from traditional editorial sources. The role of traditional media, in terms of its influence and clout relative to specific industries and topics, is becoming smaller as respected bloggers and people who specialize in different areas of expertise become more influential in the conversation. Knowing who those people are will shape the engagement strategy. With the right strategies, one can magnify the effect of advocacy in the conversations.

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