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Anand Morzaria

Ogilvy Pennywise

How should brands deal with social care?

While brands have started to engage with customers on social media for marketing-related activities i.e. pre-purchase decisions, they are seldom prepared for social customer service i.e. post-purchase follow up. Going about it requires a lot of clarity on various questions including: - What sort of brands need to look at social care seriously? - Should we prioritize whom to engage with -- if so, how? - How can brands map social care to business processes/policies/functions? - How do you measure ROI?

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