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Social media management

Years spent building a reputation can be wiped out in a social media moment. Nina Bryant explores how online customer engagement can be a force for success rather than disaster.

Fifteen years ago, the phrases ‘causing a Twitterstorm’ and ‘going viral’ had no meaning. Today, C-suite executives who don’t know what these social media terms mean have a steep learning curve ahead. According to analysts at We Are Social, global internet users total four billion – with nearly 3.2 billion using social media at least monthly. Applications including Facebook, Twitter and Instagram allow individuals to directly praise and damn companies’ products and services. And social media also puts business leaders on the front line as brand representatives. Businesses can easily be wrong-footed by the mishandling of their online presence.

This is an extract from the Business & Management Magazine, Issue 270, December/January 2018.

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