ABSTRACT
This chapter examines how difficult it is to differentiate elements of social media marketing so that they fit comfortably. It considers how social media can be used to provide service and support, there is little in the subject where the basics principles have not already been addressed. Results of a survey, conducted in the United States and ten other countries, which explored consumer attitudes and preferences towards customer service presented both good and bad news for brands and organizations using social media as a platform for customer service. In the 1824-year-olds the Internet generation that are willing to give organizations only ten minutes to respond to their communication. A complaint on social media is out there for all to see, and so there is more than the complainer looking for a reply. It is also the case as any salesperson will confirm that if you can satisfy a complaining customer then you have a customer for life.
