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Innovations in consumer social web services create both opportunity and risk for your enterprise. Your customers and employees are increasingly gathering in online communities of like-minded people, and there is an urgent, growing need to nurture these communities. Organisations increase loyalty, brand value and revenue when they succeed and leverage this social momentum. Those that fail to do so will be stuck merely watching as their communities self-organise wherever the community wants to -- probably out of sight, out of mind and out of the influence of the organisation.
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