While traditional marketing is still important to communicating your brand, engaging with the voice of the customer is becoming more important than ever. When a customer searches for your brand, they won’t be searching for what you say about your brand—they’ll be searching for what other customers like them think about your brand. When someone shares something on social, it’s there for the whole world to see—and customers today increasingly focus on peer reviews over marketing material.
In the following pages, we focus on how to reap the rewards of customer feedback on social, even if it isn’t always positive.
Jon Collins’ in-depth look at tech and society
Phil Muncaster reports on China and beyond