Established rules of communicating with customers are unraveling, driven by a shift in how we use the Internet. Emails and corporate websites are fast being replaced by Facebook and Twitter, where customers and employees alike have been liberated from the control of marketing and customer-service reps.
While many companies embrace the opportunities in these new two-way communications tools, social media brings a host of new problems, such as how to measure communications and keep employees on message—and in legal compliance.
So, new rules are emerging. Here are five of the best practices from companies that have grappled with social media.