From traditional business to social business

When businesses ask for a social media strategy, what they are often really asking for is: Get me a presence on Facebook, Twitter and the like. The mantra of cultural and organisational change that is required in the social web seems to ring hollow. To be fair, it is not their fault. With a traditional business mindset it is hard to see why a presence on Twitter or Facebook is different from the corporate website. After all, these tools can seem to be just another communication channel.

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via From traditional business to social business « Dachis Group Collaboratory.