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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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18. Social Media: From Accessibility to Generation Z

Holly Nielsen, Social Media Leader, IBM

Technology is changing everything we do by increasing the speed at which we do it, and the world of online social media and networking is no exception—fast-moving and fluid, it’s an exciting field to be involved in. New applications and platforms are released daily. Thousands of experts write an endless number of articles telling you what you should and shouldn’t do, how to make money, how to capture fans, how many times a day to post, and what to say in each and every one of them. It can be intimidating. Some days, it might be tempting to throw up your hands and refuse to play because you don’t know who to trust, what’s best for your business, what works ...

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