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The two most important things in any company do not appear in its balance sheet: its reputation and its people.Henry Ford

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The Whuffie Factor

The Whuffie Factor

How to take advantage of Web 2.0 to build new relationships with your customers.

Author(s): Tara Hunt

Publisher: Crown Business

Date of publication: 2009

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How has the Internet phenomenon changed the way that companies and their customers dialogue and interact? Which are the new rules that businesses should know in order to develop successfully in these new communities? Tara Hunt effectively describes the way that many companies are beginning to capitalize on Web 2.0 to construct a different type of relationship with their customers. She provides the key principles to decipher which strategies work and which do not. She also does not hesitate to provide detailed examples of failed initiatives by companies, such as Wal-Mart, to underline mistakes not to repeat. Very instructive.