How to become a valuable partner in the lives of your connected customers... Given the ever-increasing use of social media, companies have more means than ever to build privileged relationships with their customers. However, these days, the common approach is more about online presence to speak about oneself than engagement to act in the interest of all. Faced with consumers who expect much more than just fine words, this approach is today obsolete. With millions of individuals around the world connecting every day, it is in companies' best interests to use social media "differently", more effectively and more creatively. This is essential if they want to