A social customer experience can have a profound impact on almost every aspect of a business and while virtually all companies may be using social, only a few are using it seriously and unlocking its full capabilities.

It’s obvious that brands need to go where their customers are, and with 83% of marketers finding most of their customers on their own websites vs. 4% for their Facebook page, it’s common sense where investment should be targeted.

To realise the potential of social, brands need to own their social experience instead of relying on third-party platforms and develop proper measurement against real business objectives. Only then can they truly integrate social into business operations and drive the returns and competitive advantage social promises.

Brands need to realise that social can be used as a competitive weapon. Its time businesses get serious about social.

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