Customers, Not Marketers, Invent the Best Social Strategy
Social media implementation requires clear strategy paired with customer-driven execution. What that means is that the best companies approach the process with an exploratory, flexible, and collaborative attitude.
When we were working with eBay, we built and managed discussion forums for seller support. This was initially intended to be a place where people who sold on the site could answer other sellers’ support questions, creating a better experience and reducing costs. It was very successful—in fact, so successful that the sellers started using the forums for more than technical eBay support. Over time, it became a social hub, where members were posting about vacations and family and all the kinds of things friends like to talk about in the real world.
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