Part 4 in a series introducing my new book,Â The End of Business as Usualâ€¦
It seems that adding the word â€śsocialâ€ť to any category escalates its importance. From the Social Customer to Social Commerce and from Social Business to Social CRM, the common thread that weaves everything together is people. It is people after all that are responsible for placing theÂ socialÂ in social media. Everything else is just technology. So why is it that businesses still approach social media and the services and channels that connect this very human network as it has traditional media in the past? Just as in the emergence of connected customers, this inherent behavior is simply part of the DNA. This DNA where perhaps the â€śDâ€ť stands for disconnected represents the very fabric of business and the very essence that requires evolution in order to genuinely connect with tomorrowâ€™s customer, today. Operating with a business as usual mindset no longer cuts it.