Social media is here to stay. Every business is going to need a well-structured, well-thought-through presence in the future in order to be competitive. Fact.

As people migrate more and more from old media and communication ideas to new, interactive, real-time media, businesses need new strategies to capitalise on these opportunities.

Too often, though, businesses regard social media as a solution for their sales department or their email system rather than seeing it as an holistic solution for engaging with their customers. Social media isn’t about forcing your messages down the throats of your customers – that’s the old way. Terms such as ‘impacts’, ‘penetration’ and ‘share of voice’ are both outdated and an inherently invasive ...

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