Using social media to shareinformation that your audience will find valuable whether or not they buy your product or services creates brand advocates who become some of your best customers.
Companies previously have been nervous of revealing publicly when they have been attacked because of the potential impact on reputation and share price if they are seen as having lost valuable intellectual property or other information.
Like a diversified publisher, Amazon can offer expert advice and information in every category, with the best editorial teams lured by the promise of valuableshare options and its ability to out-invest competitors.