Part 1 Why social media works for business

I bet you’ve heard of Generation X or Generation Y or Generation Z – or the iGeneration – who have been born into a world where they have only ever known email, mobile phones and internet. They are, compared with previous generations, incredibly self-sufficient and, according to the marketing thought leader Brian Solis, almost totally immune to traditional marketing and advertising techniques. They are always connected and, for them, simultaneously using laptop, tablet and phone while watching TV is perfectly natural.

The reason this matters is that these young people are potentially driving behaviours of other generations and are in part why ...

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