The tenuous relationship between social media and social business represents a chasm that must be bridged. On one hand, the public desires authentic interactions in social spaces from real people. There is now an expectation for real-time response. On the other, a business or organization requires a system to be in place that coordinates activities. In short, it means knowing that Obama is pressing the Tweet button at times, but making sure he’s not Tweeting anything inappropriate. The shift to come is moving from a focus on external media consumption to the internalization and business integration of what it means to become social or connected. Organizations that integrate social into how they do business will embrace social as a layer that’s woven into the fabric of each business function over time. In the era of social business, external media will always play a role, but it will be the tip of the iceberg.
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