1. Why Social Business?

The job of a product manager is to build a business plan for a product or service, then carry out the plan. Product managers assess what markets to serve, how to serve them, how to win, and for how long.

Today, there are new tools—and a new organizational mindset—that can make the product or brand manager more successful. This new approach brings new products to market faster, identifies opportunities for innovation, and anticipates changing market conditions.

The approach is called social business, an application of the concepts of social networking to encourage organizational cooperation and streamline challenges.

For most business leaders, the term social networking still conjures images of employees spending their ...

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