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Social media is fundamentally changing how businesses and their customers interact. And nowhere will the impact of the social web be stronger, or more beneficial, than in Customer Service and Support. It’s true that Marketing is pioneering the enterprise’s involvement with the social web. But for them, it’s a double-edged sword. Brands are no longer in the control of advertisers, but in the words, messages, and videos of consumers.

Things are different for Customer Service and Support — customers have always helped each other, and social technologies give them new, more scalable platforms for helping even more.

This paper examines some of the broad trends in social media, and then provides specific guidance on how to use social media to deliver support better, faster and cheaper.

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