To win over customers, show your softer side

05/20/2010 | Altitude

Most companies mean well -- but they do a lousy job of showing it via social networks, writes Amber Naslund. Too many social strategies focus overtly on boosting sales, rather than on showcasing the company's genuine desire to help customers and be a good corporate citizen, Naslund writes. "[W]e, as customers, want to see a more multidimensional company that can showcase more than just the things that drop straight to the bottom line," she argues.

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