How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands

2. The Reinvention of a Social-by-Design Business

Cory Edwards, Head of Social Business Center of Excellence, Adobe

Witnessing the Power of Social Taking an Entire Industry by Storm

Social media’s explosion into mainstream culture during the past decade has transformed the world as we know it. Companies are rethinking business strategies, scrambling to adapt and survive in a new era in which social, culture, and technology intersect. Over the years, the path leading to a social-by-design business hasn’t always been clear. And the journey, albeit fascinating, has been marked by both extraordinary success and magnanimous failure.

Today, when we think of what it means to be a social-by-design business, what do we envision? To me, it’s about social ...