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Chapter 4, “Embracing the Social Consumer” discusses the evolution of social customers and their growing influence on the social web.

The chapter also discusses their business counterpart: the social media practitioner, the employee responsible for establishing, fostering, and guiding a conversational exchange with the social customer.

The chapter also discusses the difference between corporate social profiles and personal profiles as this relates to social media practitioners. Much of this chapter also illustrates the importance of integrating customer support into social media,  and provides examples of companies that are using social media as customer support as well as using the social channels to solicit feedback from the community and innovating its business operations.

Please read more posts about the social customer.