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We should not be surprised that the marketing department has assumed control over social media. After all, for more than a decade, the corporate world has considered and used the Internet as an important marketing medium. All the while, the web was evolving from one-way brochure ware to communities of conversations - to the point that it has now fully outgrown its characterization as merely media in the marketing sense. And yet, collective understanding of the business potential created by this evolution has not kept pace, as witnessed by the very coining of the term "Social media" to describe the coalescing of technologies, processes, capabilities, behaviours and culture that comprise the phenomenon.
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