Marrying social network to their content network will help businesses (especially publishing companies) to engage customers in the context of the answers or solutions they are looking for. Further , if additional tools and functions they need are available at the point of interaction, customer would be more engaged with the brand and products they have already purchased or intent to purchase.
Social networks ( both consumer as well as business ) are the platform where buyers are engaged with each others. Businesses should bring their content and tools to the platform where users are already engaged.
These networks are like traditional fairs where the customers gather and test out products. Traditional businesses should develop a strategy to be in the fair – both physical and digital platforms.
Publishing houses should develop business models around their content so that it is easily available on the networks. They should partner with the businesses such that content interaction leads to actual purchase or a trial product or services experience.
This is an opportunity for new generation businesses which can tie up social / customer network with the content network as well as product and service providers.