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Social Media has created a paradigm shift from a "One-tomany" broadcast model to a "Many-to-many" conversational model of customer interaction and this shift necessitates a change in how organizations interact and communicate across their value chain - employees, customers, partners and suppliers. The rapid adoption of Social Media and Social Networking, and the increasing demand for more customer interaction is compelling organizations to develop a well thought out Social Media strategy and presence consistent with the organization's strategic objectives, culture, and values.
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