Harnessing the power of community for e-commerce success

Your company's participation in social media is more than just sending content to the community. You need to participate in the conversation with the intent of building relationships. Answering questions, pointing consumers to solutions and ideas, and asking for input all create the transparency today's consumers are demanding.

How we communicate has always had a dramatic impact on business. The telephone made the "sales call" possible; soap company advertising created a whole genre of radio and TV programming; the Internet enabled the "live demo." Business is about connecting with your consumer, and the earlier your company takes advantage of emerging communication opportunities, the more likely you will own the consumer relationship around which you can build your business.

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