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The Executive's Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business by David B. Thomas, Mike Barlow

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Part I: The Grand Scheme of Things

It’s a sure bet that when people saw the first stone ax, the first bronze spear tip, or the first iron stirrup, someone shook his head sadly, turned to the person next to him, and said, “These kids today with their toys. It’s just a fad, the newest thing. It won’t last.”

As you know, some folks are making similar pronouncements over social media and social networking. Like their ancient skeptical cousins, they are also wrong. Social media and social networking are not symptoms; they are manifestations of the newest era of human evolution. Don’t expect them to go away and don’t waste time trying to deny their importance. Instead, figure out how to use them to grow your business, reduce your costs, and improve your margins.

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