Abstract
Many businesses either moved online for the first time in 2020 or expanded their online presence to maintain customer engagement during a time of social distancing. Individual customer-facing teams — from sales and marketing to customer care — found new ways to connect with and serve customers online. Post pandemic, customer preference for digital engagement has persisted. And as the dust settles on the hastily built digital workarounds, brands are now looking for ways to create more consistent customer experiences by integrating strategies across individual teams. This paper examines the benefits of integrating social media marketing and social customer care activities and presents a simple framework to help brands integrate strategies effectively.
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