A new book spotlights how top businesses are adapting to social media.

Social media and mobile technology are revolutionising how retailers using parcel delivery and courier services to send products interact with customers.

That is the focus of a new book, Branded! How Retailers Engage Consumers with Social Media and Mobility, which is a collection of interviews with business leaders who are harnessing the power of sites like Facebook and Twitter.

"Social media and mobility are extensions of a retailer's strategy and culture," said Bernie Brennan, co-author and former chairman of the US National Retail Federation.

"Tech-savvy consumers are in charge with their use of emerging social technologies."

Retailers must "meaningfully engage" with consumers of risk losing significant market share, he added.

Lori Schafer, the book's other author, explained that there are now business software solutions available for retailers to communicate with customers.

This week, Cisco unveiled new software that will allow companies to track and respond to what people are saying about them on social media sites.

Posted by Sarah Gower

Article Added: 05/11/2010 09:24:59