In an attempt to get an all around view of the customer, some companies have invested in technology to combine data with sales, marketing, and customer services. A few have added a social-collaboration layer to gain information on what customers are saying and doing. In most cases the way to add more social messaging is by layering on web-hosted, cloud collaboration tools. Many companies are beginning to realize that social communication within the business can increase the overall marketing success.

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Social media marketing starts within a business – The Guardian