I found myself asking this question when one of our clients mentioned that they wanted to integrate social media in their customer facing website. I had just finished analyzing the data from a recent survey done to uncover the unmet needs of the users. All data indicated that the users of the website were very skilled at  getting their job done without having the need to engage with their peers. Which made me wonder why they would need social media. Digging deeper, I realized that 20% of the users had Facebook accounts but they had not used those accounts on a regular basis leave alone the option of using it for work. So while the client wanted to integrate social media to increase users’ engagement with the new site and stay ahead of the competition, I wondered if the users were ready for it. To get some answers I proposed doing what we love doing, talking to the users.

After doing a few telephone interviews with potential users, my gut reaction for introducing social media was positive. Here is why:
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