Fighting back on social media

03/26/2010 | Bloomberg Businessweek

Companies must have a "social customer management" strategy in place to quickly respond to negative online chatter about their brands, according to Joseph Hughes, a senior executive with Accenture's Customer Service and Support Business, and Chris Boudreaux, a senior manager in Accenture's Strategy business unit. Among their tips are for marketers to respond within minutes, if possible, to mentions of their brands; to use the conversations to inform product decisions; and to strike a balance between phone and online responses to customers.

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