Chapter 2
Social Media
A Way of Life, a Way of Business
Businesses are learning to apply social media strategically for significant and meaningful outcomes: driving revenue and sales growth, improved customer relationships, superior and highly innovative new products, and higher levels of efficiency and productivity.1
The stories in Chapter One and hundreds of others in society, business, and government—some of the most illustrative of which we explore in detail in this book—now herald the arrival of a fundamentally new form of individual power. Aided by new online technologies that enable enormous global influence at very little cost to individual actors, this new power drives collective self-determination and growing decentralization of institutions ...
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