Chapter 1

The Evolution of Social Business

It’s about time that social media and social business grew up.

When we ask people what their social business strategy looks like, we usually get the following response: “Oh yeah, we’re on Facebook.” The conversation continues apace:

  • Twitter account: check.
  • YouTube videos: yup.
  • Strategic plan: Sure, we’ve got a content calendar for the next six months.
  • Metrics: Engagement of course, likes, retweets, views. We’re all set.

But that isn’t a strategy—it’s a series of tactics masquerading as a master plan. Having a Facebook page or Twitter account is like having a telephone or a printer—they’re tools that need a purpose. What you do within these social channels counts for everything. Not only will they help ...

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