Social media is a useful tool, but it's not a surefire route to salvation, writes Aliza Sherman. The key isn't simply to start using social tools, Sherman argues, but to find ways to use those tools to create positive change. "As long as we continue to buy into the hype of new technologies ... we're doomed," she writes. "We need to conduct business well, provide quality products or services, care about our customers and give back to our communities."
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