Every night, White House Black Market president Donna Noce logs on to Facebook and reads the comments on her company's brand page. The insights Noce gleans from her brand's fans influence big-picture items such as the chain's expansion strategy and details like the colors it puts on its shelves. "I don't view social media as just the ability to throw noise out to [a customer]. I want to insure that if I'm going to impose on her personal time and I'm going to engage her, I'm adding value," Noce says.

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