In this video, McKinsey partner Roxanne Divol outlines the four specific actions companies can take using social media along the consumer decision journey; David Edelman shares examples of companies that have used social media to tap into the interest in their brands and create communities; and David Court discusses the enduring power of brands in today's complex world.
This video is from the interactive, "Making sense of social media" http://bit.ly/IYWM5s on McKinsey.com. Read the related article, "Demystifying social media," http://bit.ly/HRe8jR on the McKinsey Quarterly web site.
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