Open AccessJournal Article
How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value
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To gain business value, organizations need to incorporate community building as part of the implementation of social media to incorporate business value in the creation of virtual customer environments.Abstract:
Social media platforms such as Twitter and Facebook enable the creation of virtual customer environments (VCEs) where online communities of interest form around specific firms, brands, or products. While these platforms can be used as another means to deliver familiar e-commerce applications, when firms fail to fully engage their customers, they also fail to fully exploit the capabilities of social media platforms. To gain business value, organizations need to incorporate community building as part of the implementation of social media.read more
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