The Social Life of Brands
If a consumer created a blog to rave about your company and complain when he thinks you’ve made a misstep, would you consider him a dream consumer or a loose cannon? Would you listen to his ideas, or demand that he stop? Your answer says a lot about your approach to marketing and customer relationships.
This type of devotion is becoming more typical. Some might attribute this trend — the increasing use of community engagement by marketers — to the rise of online social media: Facebook, Twitter, fan sites, and social marketing Web s.....