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The Impact of Social Media on Service and Product Brands (Vol. 21 No.1)

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The Impact of Social Media on Service and Product Brands


Not long ago, consumer relationships followed a defined path that moved from engagement to loyal customer. Every detail—from visual statements to physical environments to user experiences—was carefully studied, designed, choreographed, and then measured and evaluated. The goal was to deliver consistent bottom-line results. Control was the norm, with a limited palette of customized options and brand extensions adding an occasional flourish to the process.


Then came the Web and a growing range of social media, from Facebook to YouTube to Twitter, and traditional strategies for branding went by the boards. Customer relationships are now conversations—dialogues that extend the exchange between company and consumer to include comparisons across brands, as well as shared commentary among those who have bought and who are thinking of buying a product or service. Control is a thing of the past. For designers and design managers, it’s a dynamic, bewildering, and perhaps terrifying context.




The Social Web and Your Business's Five-Year Survival Rate
Stephen Randall

Make Promises You Can Keep 
Glen Walter

The Pleasures and Perils of Social Media: A Case Study
Eun-Kyong Baek

Overheard: A Conversation About Social Media Conversations
Gwyneth Dwyer and Kelly Brown

A Road More Traveled: Media Firms and Social Media
Ty Ahmad-Taylor

Social Media's Second Act: Toward Sustainable Brand Engagement
Tom Briggs

Two Faces of Social Media: Brand Communication and Brand Research
Ralf Beuker and Erik Roscam Abbing

You Are Connected. Now, What Are You Going to Do About It?
Chris Hancock


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