Social Business Can Kill You

Despite big strides forward in technology, adoption and the ethnography of social technology, the gap between vision and reality is big. Part of the challenge is summed up in a question a multi-million dollar rapidly growing technology chief operating officer recently asked me, “Do we really need this social media stuff and all these people to manage it?” That question, asked in earnest, is a shining example of the mindset around social technology in the B2B market – it’s an “add-on” versus an “instead of”…

Read the complete post on Forbes.

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