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Who owns the customer on social media?
While customer service, marketing and the new "Social Media" Departments are the ones who start and steer the communities within the different social medias, at the end are the members of that community that give life of its own to the community. The brand becomes theirs. That can be positive or a latent danger, depending on how true to its positioning and brand reputation the steering becomes.
Luis Cova, CEO, BrandVission - October 29, 2011
While the media has changed - shifting from paid to earned - what lies at the heart of marketing communications AND customer service remains the same: the brand's positioning strategy and essence. Strong organizations should already have this "brand identity" inculcated at all levels and across all functional areas from maintenance to management. One brand, one voice, regardless of which group is doing the talking. Same today, as always...
Dr. Kristin Comeforo, Professor, Marketing Communications, Berkeley College - October 29, 2011
The internet social media network is yet another platform to brand customer interaction. There will be many "parties" involved in owning the customer here. They could be the PR of the brand owners, the "on-line" influencers and social media activists. Again, considerations have to be taken based on the life cycle of the brand (i.e. new brand, mature brand).Thus brand owners need to manage the on-line influencers carefully so that they would advocate their brands and at the same time reduce the influence of those who promote againts the brand.
Dr.Lau Kong Cheen, Director of Research, Market Probe Asia-Pacific - October 31, 2011
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<p>Your browser does not support iframes.</p>
While customer service, marketing and the new "Social Media" Departments are the ones who start and steer the communities within the different social medias, at the end are the members of that community that give life of its own to the community. The brand becomes theirs. That can be positive or a latent danger, depending on how true to its positioning and brand reputation the steering becomes. 
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