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A great deal of attention and research have been devoted over the last few years to evangelizing social media as a new form of customer-centric relationship building. Building a network or using social media to deepen customer intimacy has become the mantra of today. However, what is often overlooked is the abilityof social media to change behaviors and the potential to use social media to influence a professional’s decision-making processes. While everyone is endeavoring to capture the mindshare of the buyer, few understand what success truly looks like.
This report was originally published by the Society for New Communications Research, which officially merged with The Conference Board in January 2016.