It’s shameful so many brands still ask social media to deliver likes, fans, followers, views and channel performance indicators, not real business results.
Rob’s got a point.
According to a recent Forrester Research study, the average cost of a customer service inquiry is $33. The average cost to resolve the same inquiry via email is $10. The average cost for a client to go online and access the information needed to resolve the issue via intranet or extranet is $1.
It’s surprising many brands still treat their social as gated communities with an ever-alert community manager standing guard whose primary role’s to delete/dismiss any negative comments that pop up. This approach’s got to change. It’s time to pass on the controls to the customers. Being open and transparent -not defensive or agressive- is the way forward for social media marketers.
See on readwrite.com
Marketology 
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