Summary
If your brand has already seen success with other groundswell objectives like listening or supporting, then it may be time to consider embracing. By incorporating customer feedback into marketing campaigns or product design, you can gain brand advocates and improve your offerings. After deciding that embracing is right for your brand, determine how you will solicit ideas from customers. Interactive marketers should then be prepared to vet feedback, communicate changes with their communities, and structure internal systems to best incorporate these customer ideas.
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