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

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10. Top Social Business Challenges and How to Overcome Them

Lewis Bertolucci, Head of Social Media, Humana

Confessions from a Social Media Practitioner in a Highly Regulated Environment

“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.” —Wayne Gretzky

The emergence of social media in recent years has made it possible for one person to communicate with hundreds, or even thousands, of other people about brands and the products and services they offer. In light of this recent social media revolution, executives know that it becomes critical to meet consumers where they are, on social. They also realize that we’re not only playing where the puck is, but also where it’s going to be.

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