Why consumers befriend their companies on social media?

To cut a long story short, social media was first introduced for networking, socializing, tracing back old friends, school friends etc. Like minded people started discussing their common topics. They discuss, complain and even rave about their favorite or not so favorite brands here. Companies have their own reasons of joining the social network bandwagon as I have already discussed before, and so do customers who have already mastered the social

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