CHAPTER 1

Welcome to the Social Age

Change happens only as the result of insurmountable market pressure.

—Law of Change

Finally (finally!) organizations—probably yours, too—are dabbling in social media. Most are playing catch-up, trying to seize the comet before the once-in-a-lifetime opportunity to lead (rather than follow) quickly passes overhead.

The Facebook fan page is established; the Twitter feed is blasting away. Human Resources is recruiting on LinkedIn, and their memberships at Glassdoor are in good standing. Interns are pinning on Pinterest, and C-level execs are blogging (or at least reading blog posts). Marketing budgets now have line items for digital media and something called “engagement.” CFOs scramble to measure ROI and, so ...

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