Insights

Social activation

Tech Trends 2014

The power of social activation is unleashed when others advocate an organisation's message in their own words to their network.

Chapter summary

Over the years, the focus of social business has shifted from measuring volume to monitoring sentiment and, now, toward changing perceptions. In today's recommendation economy, companies should focus on measuring the perception of their brand and then on changing how people feel, share, and evangelise. Companies can activate their audiences to drive their message outward – handing them an idea and getting them to advocate it in their own words to their own network.

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