How brands use social media to communicate with their customers

Today, social medias have a very important impact on brands and brands use these social medias in order to communicate with their consumers. But, in fact, there are three communication flows :
- the communications from brand to consumers
- the communication from consumers to brand
- and the most important : the communication between consumers about the brand.
This third way of communication is really important because this is the way used by consumers to argue, criticize or value a brand or a product.
In the video below, Anne Taillard, Professor of Marketing, explains these interactions and the importance for the brands to manage their e-reputation throughout the social medias.