...just because you’re using social media for business, that doesn’t make you a “social business”. Far fewer companies have applied the principles of social networking throughout their business; in many cases the Facebook and Twitter presence is just a Social Façade, a marketing layer that aims to disguise that in the rest of the company it’s the same old anti-social business as usual.
Of course, there’s absolutely nothing wrong with using social media as a marketing channel. But to see social solely for this purpose means missing out on much wider potential benefits. A report by McKinsey Global Institute in July 2012 claims that “while 72% of companies use social technologies in some way, very few are anywhere near to achieving the full potential benefit.”...
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