Social Media has emerged as the most attention-grabbing communication medium for consumers and the hottest topic in media and marketing channels. Powered by user-generated content and increasing consumer distrust of advertising and corporate messaging, social networking technologies create new channels for consumers to connect with one another.

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In this white paper, we provide an overview of the dramatic shift in communication brought about by social media including:

• Best practices in developing social media strategies for businesses and organizations

• Key skill sets of individuals and teams required to capitalize on this growing trend

• Guidelines to focus ROI analyses on appropriate metrics for the medium aligned with business objectives

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