Much is written about the evolution of marketing communications from one-way broadcasting to two-way conversation. You’d have to have lived on the moon for the last 18 months not to have encountered some discussion on this topic. But as aware of the issues surrounding this as most businesses are, many if not most still have one huge question hanging over them . It’s no longer a case of ‘why’ we need to be involved in the social web (or at least it shouldn’t be) – it’s now a case of ‘how’. How do we penetrate the social media space and how do we use the tools available to promote our brand, drive awareness and impact the bottom line?
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