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A New Marketing Paradigm

November 11, 2014

Success on the social web requires personnel with skill sets that fit the emerging medium. That’s a vital lesson for companies looking to improve their connections with shoppers through the social web.

Part 8 of Untangling the Social Web, the new study from the Coca‑Cola Retailing Research Council of North America, explores how associates on the front lines of the social web view their company efforts. Their insights closely matched feelings expressed by shoppers.

Front-line employees say there is a powerful mix of skills needed as companies increasingly rely on social media marketing. Ideal associates require so-called soft skills that make them naturally good in social settings. These traits help them interact with colleagues, as well as connect with customers who use the social web differently than traditional ads.

More than ever, this new medium values brand management because social strategy should be aligned with business objectives.

Insights like these can be found throughout Untangling the Social Web, which can be downloaded for free at www.ccrrc.org.

Michael Sansolo
Research Director
Coca‑Cola Retailing Research Council of North America