Dunkin' Donuts Uses Social Media to Improve Customer Relationships and Experiences

[trekkwik]

Its a common perception that "social is just another channel". Many teams jump in believing they can own the channel just like all the traditional channels - TV, radio, print, mail, retail, website and call-centre. And initial flurries in social often work because, as a channel, it shares a little of each the others. However, the revolution and paradigm shift of social is that consumers own this channel and brands risk blowback unless they acknowledge this and use this to their advantage.