The customer influence has been around for as long as there have been customers. The evolution of the customer exchange has progressed at a rapid rate. That could very well be the understatement of the century! I know that. Social media has elevated the entire customer experience. It has elevated the merchants experience too. The notion that brands can get by with unresponsive service is gone.
Social media has enabled marketers to "take back" their brands and put into motion the criteria in understanding and reaching out to their customers. One important item is achieve this is social infrastructure. Through your social infrastructure the social exchange can develop.
Patrick Salyer, CEO of Gigya, wrote a guest post for forbes.com, addressing this topic.
Social does not mean marketers have to give up control.
Brigham Young University has advanced their sports teams social presence in a new and innovative way that allows fans to log in to grow the fan network. One visualization shows the fan/user network from around the world.
How BYU is Scoring a Touchdown in College Sports
BYU and other colleges have stayed ahead of the digital curve by creating a fan/team interaction.