January 15th, 2015
It used to be that transactions were the trigger for relationships.
You walked into a local store to purchase something, and if the transaction was pleasant, you were more likely to return. Organizations tend to view relationships primarily through the lens of transactions: how many times has someone purchased a product, used support, emailed, etc. In this world, the transaction was the beginning of the relationship and opened up access to connect with individual employees and other customers.
Social media changes that. Now the relationship triggers the transaction.