Companies, by contrast, have lagged behind their customers, but they are learning that embracing this platform is not optional. Whether you are a global
FMCG, an automobile manufacturer, financial services company or a B2B technology leader, no one can afford to hesitate. At the same time, tactical,
unconnected experiments will not vault the brand forward. Integrating social media into the marketing and communications functions implies a deep
transformation not just of marketing but customer service, product development, and even the way the enterprise benchmarks success.