Imagine that you wanted a new home theater system. But instead of spending hours in Best Buy or on Amazon comparing configurations and assembling the parts you needed, you could signal what you wanted and a company would create it for you. You might simply Pinterest the elements you liked, including information about your space or noise limitations ("One-bedroom apartment on busy street in New York," or "suburban space that needs stuff protected from little kids"), and then have a retailer give you a personalized, optimal configuration.
Right now, social is largely seen as a way to amplify messages ("Like" us on Facebook!) or to create conversations around customer service ("We're so sorry you're having a problem," the persistent tweet from @ComcastCares). These two key functions — Marketing and Service — are regularly discussed as shaped by social era dynamics.
To read the full, original article click on this link: Why Porter's Model No Longer Works - Nilofer Merchant - Harvard Business Review
