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This paper suggests that much of the hype surrounding the business opportunities in social media are not as they appear. It indicates that the gap between customer preference and corporate expectation is wide. It shows that Customers have complex communication needs and that trends change rapidly. It concludes that finding the balance of which trends to follow requires constant customer engagement at a deeper level. It found that Customer Partnerships rather than CRM or CEM are at the heart of customer's expectation.
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