Скачать или смотреть Peter Kim: How the streamlining effects of social media improve customer satisfaction

Established brands need an analytic approach to make sense of all the information consumers willingly post online. The key to success according to Peter Kim, co-author of "Social Business by Design", is striking a balance between the traditional -- offering customers a new, interesting product -- and using social media tools to attract them and maintain loyalty. Kim warns of putting too much emphasis on social media but fully embraces the advantages of social technologies. Advantages include streamlining processes such as cost reductions, increasing workplace collaboration, improved customer service and increasing the flow of information.

The chief solutions architect at the Dachis Group, a data-driven social marketing solutions firm, Kim is known for his eponymous blog, "Being Peter Kim." He has also worked at R/GA and Forrester Research.