“一旦开始与社会媒体的互动，你就必须准备好将这项工作发扬光大”，世卫组织的Elbes说。

"Once you start interacting with social media, you have to be ready to carry the work forward", says Elbes of WHO.

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当这种在社会媒体上的交互开始时，这家英国的航空公司发现，这同时是一个与已有和潜在客人互动沟通的机会，并可以提升企业形象。

But once the interaction on social media sites began, the U.K.-based carrier found there was also an opportunity to interact with current and potential customers to reinforce the brand image.

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例如通过社会化媒体倾听并回应顾客对于品牌的看法。这有助于你与他们产生互动，并且有时你还能从中获得很好的情报。

Listening and responding to what customers are saying about the brand in social media can supply good intelligence and give the company a chance to interact with customers.

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