Social business is going mainstream, and smart business leaders are adapting their goals and strategies accordingly, writes Dion Hinchcliffe. That means building smart management structures to incorporate social tactics into online and offline strategies, and paving the way for a future in which social tools will be integral, he writes. "The reality is that the term social business itself will continue to hold less and less meaning as more organizations just use the tools and ideas, and it steadily becomes the norm," Hinchcliffe writes.

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