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Conclusion!
While models, budgets, and investments will shift over time, the
biggest impact of social media will be in the social contract
companies establish with customers and employees. In the next
two years, we expect social to become part of a bigger movement
where social joins web, mobile, and other digital initiatives to lead
an integrated and orchestrated transformation. Social becomes
just one part of the overall approach to successfully engage, learn
from, and lead connected customers and employees. But it is the
evolution into a Social Business where stakeholders learn what it
takes to adapt existing models, processes, and methodologies as
part of an overall change management initiative.!
Brian Solis!
Principal Analyst!
Charlene Li!
Founder and Analyst!

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