Brands can't afford to neglect social media, write Clara Shih and Lisa Shalett. The risks of using social media are far outweighed by the risks of allowing others to define your brand, or of simply being ignored, Shih and Shalett write. "Companies (and their representatives) that aren't using social networks will not be perceived as forward-thinking and, in the long term, will risk losing customers who want business partners who speak their language," they write.

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