Customers of today have become more knowledgeable and demanding than ever before. The evolution of the Web and introduction of social media has allowed customers more control over what they read, hear, watch, and buy. As such, it is imperative for businesses to move beyond the typical sales pitch and instead take a more engaging, value-demonstrating approach to marketing.

How can you as a business give customers the information, services and products that they want? The answer is relatively simple- listen to their needs and requests and respond accordingly.

This paper addresses how you can add social capabilities to your web content management (WCM) strategy and improve the strength and reputation of your brand with capabilities such as personalization, blogging, forums, micro-messaging and more.