Why Facebook Just Doesn't Cut It
Social networks such as Facebook have been hailed by enthusiastic social media marketers as the holy girl of customer acquisition, retention, and revenue growth. The truth is, there is a gap between how consumers want to engage with companies on social media, and how those companies are using social networks. Consumers need more than just a platform where they passively "like" or "follow" brands. Instead, many seek a more trusted, deeper customer experience â€” one that encourages greater interaction and makes information relatively easy to find.
Enter the branded community built exclusively for customers. Why is it so appealing, and why should brands all want one?