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crm
series
© IST
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.COM/JA
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social dialogue
Sean James looks at the
Web 1.0 – websites that broadcast a
message but that are not interactive. 96 per cent of Generation Y
relationship between
The social media category, meanwhile, (population birthdates 1980–
CRM and social media
can be defi ned as ‘social media dialogues’ 1999) belong to a social network
– two-directional and communicating
S
ocial media. We’re all familiar many-to-many, based on the principle
with the term, but what of democratisation of knowledge, interactivity and democratically shares
exactly do we mean by it? information and communication. and discusses it. It essentially empowers
To set it in context, Distributed through social interaction the consumer and gives them a voice.
traditional media (newspapers, magazines, over the internet, it transforms people
brochures, fl yers etc) are defi ned as from content consumers into content social media in business
‘broadcast media monologues’ – one-way producers. This is what Web 2.0 is all When it comes to customer relationship
communication on a one-to-many basis. about: websites and applications that management, social media presents
In web media terms, this is essentially are interactive. Social media takes that businesses with a bi-directional challenge.
58 Read Health Club Management online february 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
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