 Survival of the fittest: Using social media to thrive in the 21st centuryMeg Bear Journal of Brand Strategy, 2015, vol. 4, issue 2, 106-113 Abstract: Two recent studies of global executives revealed that 97 per cent of executives place a high importance on becoming a socially enabled enterprise, and 81 per cent of executives believe that social is essential to delivering a great customer experience. Businesses today have moved from using social platforms like Facebook and Twitter as merely a means to broadcast content to really listening, mining and understanding the social data to provide stronger insights that deliver a better, more personalised customer experience. Social has grown up and is proving its worth across more than just marketing, extending insights throughout nearly every aspect of the enterprise. Tomorrow's successful businesses must have social woven into the fabric of daily operations, from marketing and sales, to service and research, to employee communications and collaboration. This paper discusses the six stages of social business and how to position an organisation for social enterprise success. Keywords: customer experience; social; social business; marketing; social marketing; social analytics; enterprise IT (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2015:v:4:i:2:p:106-113 Access Statistics for this article More articles in Journal of Brand Strategy from Henry Stewart Publications |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.