Qualitative vs quantitative: Social media to build your brand

By Peter Heffring, CEO, Expion

One of the great advantages of social over traditional marketing is that it offers the opportunity for deep customer engagement – you get an unfiltered view of what your customers think about your product or service.

This voice of the customer can be used to improve operations, and determine where satisfaction and dissatisfaction lies. Is it product price or quality? Is there a customer service issue?

To make the most of social in this way, you need to include...