Should your firm build its own social network?

04/8/2012 | Strategy+Business online (free registration)

A growing number of companies, including Amazon, Disney, IKEA, Kraft Foods and Procter & Gamble, are building their own online communities as a way to reach out to customers. A study suggests that customers spend an average of 19% more after joining brand-based digital communities, comfortably offsetting the companies' costs of establishing and maintaining the networks.

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