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You’re part of that ecosystem the moment you set up a profile, create your first post, or are mentioned by another user. Facebook, Twitter, Instagram, and LinkedIn are all ecosystems of people and brands interacting with one another. The Oxford English Dictionary defines an ecosystem as “a biological community of interacting organisms and their physical environment.” If we forget about the literal definition of the word “physical,” we find that social networks fit right in. Instead of asking how you can control social media, focus on what you can learn from it - how it can help you shape your business into a successful brand that consumers want to be a part of. That doesn’t mean you should completely relinquish control. It’s more like a force of nature than a mathematical equation. Sure, you can take Buzzfeed’s advice on writing great headlines and create posts that give your brand a better chance of controlling its story, but social media is unpredictable. So how do you control what people say about you on social media? The answer is: You’re asking the wrong question. Whatever a customer’s journey with your company, they’re now more likely than ever to share that with hundreds (or thousands) of their closest Facebook friends, too. This makes individual customer experiences more important than ever. More and more, consumers turn to people they know and trust, not companies, for advice on what to buy. With today’s digital and social media landscape, telling customers what to buy simply isn’t effective anymore. On the television show Mad Men, Don Draper and company pioneered the future of marketing firms everywhere by pushing for market research and getting inside the heads of customers so they could tell people what to buy.īut this way of marketing has run its course, and so has the business strategy behind it. This is what a customer journey map is all about. That’s all well and good, but how do you focus on your customers? What is their experience like? How do you turn what you know about them and their experience with your company into actionable information? One method is to follow the principles of design thinking - a human-centric way of designing everything from products and services to production and logistics chains. There are plenty of ways to make this happen in your organization. In a world where a single poor Yelp review or negative mention on social media lives on the web for all eternity, and where a single bad customer experience takes 12 positive ones to make up for it, happy customers need to be your number one priority.
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What drives your business? If it’s not your customers, you’re making a big mistake. In today’s digital world, that’s a little bit backward. Only 22% look at customer satisfaction, and a mere 18% look at customer retention rates. According to a study from Salesforce, 51% of marketing leaders measure success with revenue growth.