We live in an age of data. Every two days, we create as much information as we did from the dawn of civilization until 2003. Such an explosion has happened because everyone now has the tools to share content with pretty much the entire world.

For businesses, there's more information about customers and potential customers than ever before. This means that every interaction between a business and a consumer is crucial because the impact of both positive and negative interactions can be amplified by that person and his or her social network. The traditional rules of marketing don't apply anymore. Customer engagement matters more than reach because the right engagement with the right people can have a greater impact than any Super Bowl advertisement. So, how can companies create personal engagement?

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