How to use social media to understand & engage your customers

With the role of chief marketing officer evolving, companies can use social media to mobilise customer engagement

Chief marketing officers (CMOs) who fail to realise social media's potential for customer interaction and customer retention are being left behind. On Twitter, Facebook and even on Instagram, brands are now being discussed and dissected; companies' stories are being subverted and inverted.

The reality is, you no longer drive company and brand messaging – your customers do.