Your clients are now using social media as a primary communication tool. Whether it is a collaborative project platform, blogs, content communities, social networking sites, virtual game worlds or virtual social words (Haenlein & Kaplan, 2010), there now exists a plethora of social media platforms. But how do you engage your audience in a space where there is so much competition? How do you also avoid disaster at the same time?
Social media, and its usage, has become a catch 22 for many companies. As they navigate how to use the technology, select their platform and design campaigns to attract and build a customer base.