The basic #BusinessDrivers of A Digital and Social Media Strategy

The return on investment (#ROI), is the Philosopher’s Stone for Digital business professionals.

How to calculate it and how one can go about justifying efforts in this sphere in order to get additional resources and to understand what % percentage of global Net sales are caused by digital efforts. Is basic to understand that digital is one more pillar to create lead generation and sales. For this reason, is necessary work on a few basic business drivers of digital and social media strategy.

Goals, objectives & tactics

Before any consideration is given to a digital strategy, it’s important to take a few steps back and remember what the organization’s marketing plan is. An effective plan acts as a road map and should include clearly stated goals, objectives, strategies and tactics as follows but always in the line of the Company’s Global Strategy.


Goals are over-arching desired results that should be singular, unique. A marketing plan will usually include more than one, among the following examples:

  • Increase sales per channel or at a specific point of sale and the % in comparison to the rest of sales channels and business units.
  • Decrease costs allocated to customer service vs cost produced by conventional business
  • Increase traffic to web site detailed by each digital channel: display, affiliate programms, SEM, social media, etc.
  • Improve research & development insights
  • Improve customer sentiment towards the brand: #buzzmarketing and globosphere monitorizing.


Setting goals then leads to defining objectives an individual or an organization will want to achieve. Objectives should be SMART, that is: Specific, Measurable, Attainable, Realistic and Time-bound. Using the first goal stated above, an example of objective could be to increase sales conversion on the hotel’s mobile transactional site by 10% within the next 3 months.


The goals are clear, the objectives are set, now comes the time to lay out the strategy and tactics. Based on target audiences and resources at hand, tools will vary between traditional media and online tactics. Once you’ve laid out the road map, moving into social media should answer one or many of the following business drivers, depending on your priorities and resources:

1. Enhance Branding & Awareness

Digital and Social Media are extremely powerful to help brands and organizations reach audiences through segmented (#geomarketing) customers, fans and followers’ extended network of friends and followers. Savvy marketers turn brands into publishers and more and more are turning to owned & shared media rather than paid media to get the message across.

A few basic metrics to control in social media :

  • Brand awareness pre- & post-campaign
  • Audience reach pre- & post-campaign
  • % variation in customer conversations about the brand
  • Quantity of online conversations about the brand
  • Size of stakeholder groups
  • Brand sentiment before vs after a given campaign
  • Response time if and when a crisis arises
  • Number of mentions, positive vs negative
  • Size of your community, per social media and overall
  • Euro value or estimated revenue generated per community member vs. non-member
  • Referral and recommendations by community members
  • Estimated value compared to or in combination with rewards program members


2. Enhance Customer Service

Many companies have embraced digital: social media, mobile, forums… to resolve customer service issues and complaints, Twitter springing to mind with its quick reaction time. In fact, as of March 2012 there were over 190 airlines with active Twitter accounts and more than 72% of tweets handled pertained to customer service. Ritz-Carlton and other luxury hotel companies monitor and engage via comments and check-ins made on Foursquare while other hospitality players discuss customer experience matters on their Facebook pages. If clients are there, venting, commenting or suggesting, your brand ought to be there responding, engaging, resolving.

Examples of success metrics:

  • Number of issues resolved
  • Cost-saving on customer service handling vs call center
  • Variation in online customer mentions, positive vs negative
  • Number of matters resolved, customers cross-selling or up-selling


3. Facilitate Research & Development

With such an instant and direct access, it’s somewhat startling to see how little most brands take advantage of leads (registered, new clients, just impacted by advertising but not captured ,impacted in previous tracked campaigns), or crowd-sourcing fans, followers and subscribers to get their opinion about the product or service.

Digital tools can facilitate research and development by giving this direct access where surveys and feedback can be gathered to improve services, develop new ones or mine for customer insights about trends in the industry or about the competition.


4. Generate Sales & Leads

Last but not least is the sales aspect, which is what a majority of brands still use as their core metric and raison-d’être on digital.

The digital business inSpainis growing each year, customers use their credit cards by internet as something usual on their daily lives.

About social media, Linkedin is also considered a great platform when considering B2B, with many leads coming from conversations in groups, of which there are more than 1.8 million. If your niche is travel and hospitality, there are a few dozens groups that could worth your while.

Examples of success metrics:

  • Sales & Leads coming from your social media networks, blog, newsletter
  • Revenues yield per social media customer vs traditional customer
  • Cost of acquisition per social media channel vs traditional customer
  • Conversion rates in social media, using marketing attribution (not just last-click)


If after all this you are not a digital believer or perhaps you doesn’t think that digital media is necessary for your business I will show you an interesting infographic that shows the Technical advances from 2012 to 2020… if can’t identify your business in any point of the graphic…your business model will be out.


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From #Google To Facebookle? #facebooksearch

After eight years (2005) #Facebook has become an indispensable “virtual place” where we can remember any moment of our lives in a way we never have before. Spending our time (hours per day) sharing our lives,and in some cases, telling our story to people around the world. Those are a few things that we do on Facebook. We are more than 901million people using Facebook and the company has more than 3.200 employees over the world.

After fourteen years online(1998) #Google has become an essential part of our daily lives. The transformation has been total from its birth as an easy, new and fast search engine, fighting against giants as Yahoo Search, to present as one of the major portals with MSN,Yahoo or any other that includes: search, email, IM,SSMM,…
Current, Google has 33,077 employees around the world.

The first one (Facebook) knows each “Fan&Liker” perfectly, their names, their stories, their likes and dislikes, their interests, what they use to search, how they socialize with other “fans&friends”, where they are, how they feel.This is the most similar to a Digital Big Brother , but we can call it “Big -vCRM” (something delicious and interesting for companies and business. Know where,when, how and who will be impacted with their products).

Google, has built its own “#Google-Land” where the #Googlers (people who use Google) can find anything in real time. And the most important, is a #CRM. knows perfectly who, when , where, why, how much, how, thanks to all that free apps developed to make it easier to people:google earth, google maps, google play, google+, gmail, books, pictures, video…


what Facebook need to goes one step further than Google in creating a personalized internet? Facebook has backward and finally understood; the most simple app. The Search engine is the key.

Last Feb, Mark Zuckerberg on his Facebook profile, uploaded a photograph of his desk and a large sign that read in big red letters: “STAY FOCUSED & KEEP SHIPPING”. There was something more interesting… it was the adjacent MacBook laptop. In the screen, visible, was a blurry image of a Facebook Page and, at the top, what seemed to be an unusually elongated white box. Web pundits speculated the image showed a prototype of a new Facebook search engine.

El pase de diapositivas requiere JavaScript.

The move by Facebook is not seen as a direct shot at Google, but rather as a way to help users of the social network locate relevant content among status updates and content from other sites that was liked by other users.

Perhaps, Facebook could also sell keyword ads, much like Google and Microsoft (with its Bing search engine) already do.

Google controls 67% percent of the search market in the U.S. The number of searches in February 2012 In Google has been 17,628m

We are talking about a current semi-monopoly adwords business: Search-based pay-per-click advertising


Revenue increase US$ 37.905 billion (2011)
Operating Income increase US$ 11.632 billion (2011)
Profit increase US$ 9.737 billion (2011)
Total assets increase US$ 72.574 billion (2011)
Total equity increase US$ 58.145 billion (2011)

In February, Facebook fielded 336 million search queries, according to ComScore-magnitudes fewer than Google and its closests competitors.

The $15 billion search advertising market coludí be a Hugo opportunity irresistible and there is año amount of revenue waiting to be un-locked if Facebook want to explore search-based pay-per-click.

Mayte Areces

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Archivado bajo Digital Business, Digital News, INFORMES Y ESTUDIOS, Rumore Rumore, SOCIAL COMMERCE, Uncategorized

Si has necesitado alguna vez un listado para encontrar toda la información sobre #marketingdigital, #socialmedia, #ecommerce, #mobilemarketing,#fcommerce o estudios de #tendenciasdigitales este artículo te será de gran ayuda.

Uno de los mayores problemas, a pesar de que este medio debería facilitar el uso y distribución de la información, es el poder tener acceso de una forma sencilla y directa a los informes y resultados de cada uno de los #DigitalMedia o Channels que utilizamos de forma habitual en nuestro trabajo.

Por esta razón he realizado una selección de informes sobre tendencias de uso de internet,# internet móvil, #medios sociales y otras tecnologías que se han ido publicando a lo largo de 2011 :

  1. #Internetmóvil,  III Estudio sobre #Mobilemarketing(#IAB, España) III Estudio IAB Spain sobre mobile marketing
  2. Estudio sobre los hábitos de consumo de #internet móvil (Orange, Europa) Orange_informe resultado Exposure 2011
  3. #Tendencias y comportamientos de los usuarios de móviles en
  4. España (#Google, España) Resumen informe Google sobre el uso de móviles en España
  5. Estudio #Nielsen sobre #Mobile Internet (#Nielsen, España) Estudio Nielsen sobre móvil en España
  6. Estudio sobre el uso de aplicaciones móviles en España (#The Cocktail Analysis, España) Análisis sobre uso de aplicaciones móviles en España
  7. El  presente es digital, el futuro es móvil (TNS, España) informe TNS
  8. Informe sobre el comercio electrónico en España (CMT, España) Informe TNS sobre e-commerce en España
  9. Informe sobre el Uso de Linkedin en España (Adigital, España) Usos de Linkedin en estrategia Digital _ España
  10. Estudios sobre tendencias, inversión,mobile etc de la IAB Estudios medio digital de la IAB


Espero que os sea de utilidad e interés.



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# SOCIALNETWORKS: more than FB, Twitter, Google +1 … do you know # VKontakte?

If you are interested in #socialnetworks, you are thinking in  Russian business and is basic for your business a #digitalstrategy you need to know and understand #VKONTAKTE ( with more than 100M users  by @mayteareces and

 About VK

VKontakte (internationally branded as VK) is a social network service in Russia, Ukraine, Belarus, and Kazakhstan. Because of its design and functionality, VKontakte is often claimed to be a clone of Facebook, accommodating not only a similar concept, but also a comparable business model. However, its incorporation of other features makes it more like YouTube, Pandora, and MySpace rolled into one, with an interface highly reminiscent of Facebook.
As of December 2010, the network has around 102 million users and is the leading site in Europe in terms of user visits, page views, and the amount of data transfers per day. VKontakte is ranked 34 in Alexa’s global Top 500 sites and is the second most visited website in Russia.
Since 2007, major Russian companies have been sending job offers via VKontakte. Most of the site’s users are university and high school students. However, as the site’s popularity increases, more and more people are joining, many of whom are youths of various age groups.
In English, В Контакте or V Kontákte is literally translated as “In Contact”, but basically means “In Touch”. It can be alternatively translated as “Linked In”, which is another mostly business-oriented social network

FaceBook vs Vkontakte

It would seem that FaceBook and Vkontakte very similar to each other, and pursue the same goals, but their approach is so different, and in some cases, even diametrically opposite! We suggest you look at the differences between these two social networks on the example of the table.


These social networks as it reflects the essence of the countries in which they were born and live their creators. Facebook represents a democratic independent state which does not want excessive regulation, and that if something is needed, then it creates the conditions that all have been profitable to do so, and vkontakte very reminiscent of the USSR, and Putin’s Russia, with its hand-operated “vertical”, where orders are given to and everything is controlled by the authorities in person.

So the main question of this work: Is Vkontakte plagiarism or not? We knew that Vkontakte and Facebook have the same goals and similar interfaces, but is it plagiarism and what exactly plagiarism is? In the dictionary is the next plagiarism definition: “the unauthorized use or close imitation of the language and thoughts of another author and the representation of them as one’s own original work”. And to make a conclusion we need to remember some main points of this article. First of all, Pavel Durov had idea of creation this social network before he knew about Facebook. But, on another side, Vkontakte founder does not hide that he was taken Facebook as example for Vkontakte. In addition, the later time Vkontakte is becoming more and more similar with Facebook


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Why Mark Zuckerberg doesn´t like #PINTEREST the last tredding social network by #digitaltimes

Pinterest, Pinterest, Pinterest – that’s all you hear these days. The latest successful social network is gaining millions of admirers worldwide, including Facebook CEO Mark Zuckerberg.
While Zuck may like how Pinterest works he is probably also a bit concerned about its growing popularity.
Zuckerberg is a student of people, he always has been – and Facebook is his experiment into human psychology and sociology. Facebook was not started to be a company, Zuckerberg has said this, it was started to see how people behave in an online social setting. As its founder, Zuckerberg has learned a lot. He is a foremost expert on why people behave as they do online – and this is why he may be more than a little bit concerned by Pinterest.


Taste & style 
Facebook is a social network used by people to display edited, yet highly personal details of their lives to a large group of people, many of whom are anonymous ‘friends’.
Pinterest, on the other hand, is a social network where people share their taste and sense of style with other people who have the same sort of taste and style. It’s more grown up and it’s largely populated by females.
As Zuckerberg, a keen student of human behaviour, analyses the rise of Pinterest two distinct alarm bells will start ringing in his ears. Firstly, people grow up. Secondly, females are Facebook’s most valuable users.

Growing pains 
When people grow up, they become more private and what they show to people becomes less about their ‘personality’ and more about their ‘taste’. Pinterest offers millions of women, all over the globe, an easy solution to the ‘where do I go after Facebook’ conundrum.
Zuckerberg knows that Pinterest is a viable threat to his network and has the potential to become a huge advertising platform. That’s why he recently ‘Liked’ a Facebook app called Friendsheet.
Essentially, Friendsheet displays your public Facebook photos in small panels, just like Pinterest shows people’s pics. Friendsheet, for want of a better term is a Pinterest clone for Facebook users. The fact that Zuckerberg ‘Liked’ the app in front of his 12 million followers is significant. It shows he’s concerned about people migrating from Facebook to Pinterest as they mature, and he is publicly stating there’s a Facebook option.

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#SocialCRM ¿Qué es y para que sirve?

En los últimos tiempos lo escuchamos continuamente, #SocialCRM , uno de los temas más debatidos del momento. Para empezar¿cual es la definición de Social CRM (Customer Relationship Management?¿para qué sirve?

Según wikipedia:

CRM (de la sigla del término en inglés «customer relationship management»), puede poseer varios significados:

  • La administración basada en la relación con los clientesCRM es un modelo de gestión de toda la organización, basada en la orientación al cliente (u orientación al mercado según otros autores), el concepto más cercano es marketing relacional (según se usa en España) y tiene mucha relación con otros conceptos como: clientingmarketing 1×1marketing directo de base de datos, etcétera.


  • Software para la administración de la relación con los clientes. Sistemas informáticos de apoyo a la gestión de las relaciones con los clientes, a la venta y al marketing. Con este significado CRM se refiere al sistema que administra un data warehouse (almacén de datos) con la información de la gestión de ventas y de los clientes de la empresa.


CRM es una forma de pensar la actitud de la empresa hacia los consumidores. A partir de la formación de grandes corporaciones, el contacto 1 a 1 se va perdiendo y se despersonaliza cualquier transacción, dejando de lado la relación de los clientes con la marca.

El CRM, y especialmente el CRM Social nacen de la necesidad de recuperar los vínculos personales con los clientes, especialmente en la era de las Redes Sociales, en donde cada opinión se multiplica de forma viral y afecta significativamente la imagen de la marca. Es por eso que el Social CRM difiere del tradicional agregando la posibilidad de intercambio y conversación con los clientes.

Mediante la conexión constante y el registro de la información de la actividad, la empresa lleva un seguimiento de cada uno de sus contactos. Se les provee de información y soporte, se les avisa de nuevas activaciones y propuestas, y se les recompensa por producir contenido positivo. Esto conduce a un constante feedback, pues los clientes tienen la posibilidad de opinar y compartir mediante redes sociales como Facebook y Twitter, que también permiten identificar prospectos y conocer sus gustos y preferencias. Así la producción de contenidos se vuelve cada vez más personalizada y relevante, profundizando la relación.


El CRM permite a las empresas a aplicar una metodología para crear vínculo y dar un adecuado servicio al cliente. ¿Es malo?  No, es algo operativo y funcional.

La segunda variable: el análisis de los datos. Una adecuada solución de CRM ha de recoger y organizar los datos y darles sentido para entender que estamos haciendo, como lo estamos haciendo y hacia donde dirigir nuestros próximos pasos de una forma óptima.

Cuando se habla de CRM, la conversación casi siempre comienza con la tecnología. “¿Cuál es su solución de CRM?”  Cuando se habla de social CRM suele ser sobre el costo-efectividad y eficiencia, pero en las redes sociales  de lo que hablamos precisamente es sobre las relaciones sociales y su rentabilidad y la eficacia… ¿o no?

Las redes sociales son básicamente conversación e interacción. Sí, las compañías deben buscar en las redes sociales un medio para hacer más cercano y personal su negocio, para llegar a conocer a sus clientes (y me refiero a conocerlos literalmente en su comportamiento), para establecer conexiones duraderas y los lazos con ellos. Pero ¿sabes qué?

Lo que estamos hablando requiere un cambio radical en la cultura empresarial interna. La realidad es que las culturas de negocios no están cambiando al mismo ritmo que los medios de comunicación y la tecnología, y ciertamente no van a cambiar a corto plazo sólo porque de repente  el CRM interactúa con las plataformas sociales.

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From #socialcommerce to #syndicatecommerce

Habitualmente leo con avidez las publicaciones realizadas por Brian Solis, con el cual tuve ocasión de hablar y realmente tiene una visión clara y acertada de este medio y como buen vigía hacia donde se dirige.

Recientemente nos viene regalando con artículos que componen el índice del que será su próximo libro sobre social media y las nuevas tendencias de negocio digital The End of Business as Usual

Lo que he podido comprobar es que todos los profesionales que nos hemos especializado en este medio y hemos apostado en particular por las RRSS  tenemos un punto de vista similar y estamos en continua búsqueda del santo grial: entender cuales son las tendencias y motivaciones de comportamiento para lograr encontrar el modelo adecuado en cada momento de la tendencia para un público que decide que , cuando, cuanto , como y donde .

Quien aun sigue creyendo en el antiguo modelo en el cual decidía que ofrecer y cuando hacerlo está abocado al fracaso ya que demuestra un total desconocimiento del auténtico comportamiento del usuario en internet hoy en día. Dedicar un mismo contenido y mensaje a las distintas tipologías de redes demuestra una vez más un desconocimiento del uso de las mismas y por tanto un motivo más para que los resultados sean finalmente negativos.

Nos encontramos ante modelos no lineales que varían en función del tipo de usuario ante el que se encuentra esa marca, producto y empresa en particular y por tanto ha de adaptarse en función de los learnings que van surgiendo de forma continua con cada interacción que se produce. Y recordemos, sin una medición y analítica web adecuada y un análisis de los learning y resultados obtenidos será imposible entender el #ROI y por tanto las palancas a accionar en las próximas acciones a realizar para lograr mover el negocio.

Os dejo el artículo de Solis que de todos los que ha facilitado me ha gustado en mayor medida.


Today’s social media best practices will show you the marvels of creative marketing in social networks, the benefits of customer service on Twitter and blogs, innovations in co-created products and services, and insights into how to build a more engaged business. As organizations migrate from rigid to social businessmodels, no line of business, department, function, or small business for that matter, will go untouched or unchanged. So what’s next? As you can see in the image above, one of the more aggressive trends on the horizon is social commerce and it centers on improving the complicated relationships that exist between…

1. Consumers and their friends/peers as they shop
2. Consumers and retailers
3. Retailers and Brands
4. Brands and Consumers, pre-, mid and post commerce

The idea of buying with friends is not necessarily new. But, sharing in purchase experiences, interacting with products through connected apps, and influencing decisions through social and mobile networks is quickly becoming “the next big thing.” And, it’s also quickly becoming the next big wonderment. The idea of social commerce is so big, so distributed that entire ecosystems are forming around each of the four categories listed above. Like social media, social commerce is bigger than how we view social today – meaning its bigger than Facebook, Twitter, FourSquare and Groupon.  This is about building meaningful relationships with customers. This is our opportunity to create useful and shareable experiences that satisfy the needs of consumers and sparks engagement between brands, retailers, friends, and friends of friends.

SpinBack, a social commerce and analytics platform that was recently acquired by BuddyMedia, published a clever infographic that demonstrates the value and possibilities of social commerce. In four simple, yet profound steps, socialized commerce makes the case for retailers. However social commerce just isn’t about being social. This is about defining an integrated and substantial experiences across the entire ecosystem. The nature of how consumers interact with one another, brands, and retailers is fundamentally a higher touch proposition than ever before.

Imagine sending  a more sophisticated social consumer to your website or social presence as it exists today? Ask yourself, what’s so compelling about the clickpath today that would compel a discerning consumer to travel from beginning to end and find the journey so completely fascinating that they will tweet, update Facebook, and update every relevant network along the way. Chances are, they won’t. This is why developing a foundation for social commerce is just the beginning. Designing the entire online customer experience, from beginning to end, is where our focus will lie over the next few years. Add to that a layer of engagement, and you can feel and count the effects of the disruptive nature of socialized commerce.

For those who seek inspiration or justification, Spinback assembled some astounding facts. Here are just a few standouts:

– 90% of all purchases are subject to social influence

– Social commerce is expected to generate $30 billion in 2015 (just a few short years away)

– Facebook friends are four times more valuable than Twitter followers

As you lead the way, it’s often helpful to point to stats or achievements to make the case for change even if you’re in the middle of an existing strategy. At the same time, every new year introduces the need for new plans. As we can see, short term success is possible. The question is, how do you translate the short term to longer term value? Nonetheless, we can see that using Groupon, The Gap generated $11 million in one-day sales. Through F-commerce, Pampers sold more than 1,000 diapers in one hour. And, LivingSocial drove more than 42,000 shares in one day for a $20 Amazon voucher.

Social Commerce Opens the Door (and Conversation) to Syndicated Commerce

Social commerce is just one part of a multifaceted approach to a new era commerce. It’s important to realize that there is no one way to reach every consumer with a sweeping commerce strategy. One to many now longer works in a time where consumers are not only connected, they’re empowered. Remember, social commerce only reaches a finite percentage of your overall prospects. Such is true for any other single channel such as mobile or F-commerce. True commerce must be far more comprehensive, yet focused than any one channel.

Social commerce in of itself, is a vast universe that covers social networks, apps, F-Commerce (Facebook Commerce), mobile, Facebook Connect and Twitter @Anywhere, and much much more. As consumer needs, preferences and networks of relevance are as varied as they are concentrated, the focus of any social commerce strategy moving forward should not solely target the social consumer, but instead the connected consumer. This means that social plays into a much more expansive approach that reaches consumers through their channels of preference.

Sounds easy enough right? Not so fast. Ask any consumer what it is they expect from a brand or retailer online and they’ll tell you that in addition to discounts, promotions, special offers and exclusive information, they want the ability to buy within their network.

To quote the now cult-status video, Double Rainbow, “what does this mean?”

It means that businesses must now think about a distributed commerce strategy that accounts not only for social commerce, but also all forms of commerce ranging from mobile commerce (m-commerce), e-commerce, Facebook commerce (F-commerce), social commerce, real world (in-store) commerce, e-mail commerce, and every other form of commerce that matters.

The future of commerce is not simply social. The future of commerce takes a holistic approach in the form of syndicated commerce. Customer deals, offers, promotions, and experiences must be one with the brand and the brand experience. To achieve oneness across syndicated commerce, business leaders must define the experience, desired outcomes, and mutual benefits along the way. More importantly, each platform must feed into a single system that identifies people, their relationships, and their preferences to introduce substance and value – regardless of medium.

Oh but what is the reward or ROI for all of the extra expenditures, resources and time required to build out an entirely new system? Well, what’s the cost of irrelevance or obsolescence when the I in ROI could stand for ignorance? Certainly by developing a dedicated, yet holistic strategy is far more lucrative than continuing on a path of business as usual. What’s at stake is customer engagement, deeper customer loyalty, and ultimately drive sales and profit.

Syndicated commerce delivers value to consumers and shapes and steers experiences that deliver long term value to businesses.

Social media is a great disruptor and it is rightfully earning its place within the foundation of everyday business. But our job is only just beginning. We cannot rest on validation that organizations now Tweet, blog, or maintain a presence on Facebook or Youtube. That’s not what this consumer revolution is about. What’s happening now is not because of social media nor will businesses transform simply because of social networks. Instead, businesses must realize that disruptive channels and networks represent an opportunity for insight and engagement. Even though many businesses are using social media now merely formarketing purposes, the ability for businesses to listen to, learn from, and connect with customers will transform the entire organization from the inside out. From customer service to employee relations to product development to commerce, social media and disruptive technology in general sets the stage for a new era of business.

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