Authors:
Lauren Serota, Dan Rockwell
People today are empowered by online transparency: They see their actions take shape online. A plethora of outlets for opinions allow us to comment, share, and collaborate in spaces like Amazon or Facebook; we can be heard, and the machine of the Web records everything. These outlets are also excellent data-capturing tools and can be mediums for companies to engage with consumers—provided they're paying attention. The connectedness of the Web and its ability to empower take traditional word-of-mouth to a hyper level. The more hyper this communication, the more useful (and simultaneously complicated) it becomes. Suddenly, we have a…
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