For many of you, social media sounds like a big dark and deep hole where you throw money, time and energy without any expectation for your return on investment.

I don't think that's the case. I think what we're actually seeing is a huge shift in the way people create and consume content on the Internet, and today I'll walk you through a quick example of how you have got to shift your worldview in order to take advantage of all the opportunities in the social media space.


It's not easy to shift a whole organization's mindset overnight, and I am completely aware of that. However, the more you participate in content creation platforms outside of your domain, the more you will remain relevant in the larger Web universe.

So give it a shot, try and help your organization understand that you are not at the center of the universe. Are you Galileo or Ptolemy?

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