Love this from Clay Shirkey:
"IT doesn't typically help to forge new acquaintances; it mostly helps to commnicate with existing one's".
This should be applied to all business strategy in relation to their use of social media platforms. They should not rely on it or expect it to deliver new business and new customers. It can however be used as part of the mix to help communicate and strengthen relationships with old and established customers.
Good background research to this quote found here - http://arxiv.org/abs/0906.3202
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