Synopsis: By now, we all know that social media is important for any business. It's success however is all based on how you use it. Conversations, engagement, listening, are all wonderful things, but how are you getting people to talk about you? How are you steering conversations and experiences when you can't always be there? What does your brand stand for in the social web, a place where attention is a precious commodity? It comes down to social objects. It's now our job to not only create compelling content, but also make it worthy of engagement and sharing...earning more than views, we're talking about earning relevance and resonance.
BRIAN SOLIS Author, Engage and Principal, Altimeter Group