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Companies need to ask, “How can our existing marketing, selling and service processes be strengthened by social media?”

Social media is enough to make any Marketing VP think they’ve found the Promised Land. Online global communities with easy access, no cost to participate and literally millions of people and companies joining every month, driving traffic estimates to the stratosphere. Social networks and their blistering growth is everything a marketer could ask for.

Yet is it? Companies need to stop and ask, “How can our existing marketing, selling and service processes be ...