Today, a small but growing number of companies are using social tools and strategies to build a whole new mechanism for helping customers get more value from a firm’s products and services. These new approaches enable better new product and service development, more effective marketing and selling through educational content -- as opposed to standard promotional messages -- better after-sale service and support, and more control over what the market says about the company and its offerings. Becoming a socially enabled enterprise requires that organizations change the ways they support staff, interact with prospective and current customers, engage with partners and conduct business activities.
