I have been thinking a lot lately about how organizations use social media to support human interaction and relationship building. Enterprises that empower their stakeholders to become ambassadors of their brand lay the foundation for long-term success. Providing customers with tools, resources and information not only helps them stay connected to the company but also raises their level of sophistication.
A knowledgeable consumer base is more than a source of revenue for a firm but is a source of competitive advantage. Information provided by engaged stakeholders can fuel innovation as well as provide peer support for users of a firm’s products. This level of engagement is not something that just occurs; it is something that is earned through consistent dialog. When organizations use social media to communicate its values this helps stakeholders connect with the firm and resonate with its purpose.This process mirrors how trust is developed in off-line relationships.