Companies are realizing more and more just how important social media has become, not only to their customers, but to their overall bottom line. Case in point: KLM Airlines. They have launched a new program that will link your reservation to your Facebook and/or LinkedIn account so that you can see if any of your social media "connections" will be on that flight as well. You can then choose a seat close to people you know.
Social media is the future and the sooner businesses get on board, the better off they will be. This isn't a fundamental shift in business, it's a shift in how we communicate with our customers. Communicate with them how THEY want...not how you want.
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