Home topics technology technology-social-media Cloud Social Media Cloud Social media + cloud = great customer service Tony Armfield June 1, 2012 As social media becomes more pervasive and powerful, it is being viewed by some businesses as both a threat and an opportunity. This juxtaposition was addressed by our CEO, Marc Benioff, last year when the cloud computing pioneer likened the social media threat facing businesses to an uprising akin to the Arab Spring in the Middle East. As customers become more social, all companies – including SMBs – that don’t adapt, could face their own ‘Corporate Spring,’ or customer revolt, online. Driven by unprecedented demand from customers with high expectations, people want to communicate with businesses of all sizes on their terms, and they want answers to be accurate and delivered quickly. As Amazon founder Jeff Bezos predicted, a negative customer comment that used to affect maybe six people, through social channels can now influence up to 6,000 potential customers, causing significant brand damage. While it’s right to highlight these challenges, if you’re a small business looking to grow, it’s also important to acknowledge the huge opportunity that social media provides in terms of engaging and retaining customers. Effectively monitoring and responding to customer enquiries through social media channels can help SMBs to gain a competitive edge. By embracing social media customer service, small business can deliver outstanding experiences that not only wow existing customers but also attract new business. A new generation of customers The impetuous for social