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7. January

Social Media Speaks Out

by Stephen J. Andriole, Vincent J. Schiavone

Advances in the components of computing have enabled massive social media sites and application tools like Facebook and Google. It is the scale of these platforms that makes social networking interesting and economically viable, politically potent, and of great interest to businesses. As Cutter Fellow Steve Andriole and Cutter Senior Consultant Vincent Schiavone point out in their leadoff piece on social media, this new form of computing is powerful because of its massive reach and its massive volume of data and interactions. With social media now so globally pervasive, the authors pose a simple question: why wouldn't a company invest in social media, especially in the analytics of social media? They deftly delve into the critical elements of a social media strategy, how companies ought to take advantage of this technology, and how the future of social media may unfold. Here in 2012, any company that thinks social media is a passing fancy or isn't relevant to them simply hasn't been paying attention.