Social Media is more of engagement platform rather than mere marketing platform.
Businesses started using Social Media to market their brands and marketing only; No encouragement seen to have conversation by brands nor do they converse. Many of the businesses fail to look at the fact that Social Media Can be the best used channel/medium for customer relationship, customer support, engagement and more similar purposes.
Consumers have the right to voice their opinions, feedback, ask questions, post complaints, etc. That is the difference between the other traditional media and Social Media. Businesses forget that and so Social Media becomes a major disaster for those businesses. When the resources are tapped optimally, the results will be more delightful.
Cheers to Social Media Success :)
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