Yesterday Orbitz CEO Barney Harford defended his company's targeted pricing -- offering Mac users more expensive hotel options than those offered to PC users -- by using Twitter to send out a clarification.
As Harford's succinct response shows, social media has grown beyond a conversation tool to help companies manage crises, customer service, marketing, and market analysis.
Yet the question of how social media can contribute to a company's bottom line -- and whether Facebook, Twitter, Pinterest, Instagram et. al. should even be considered in this light -- remains.
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