BELL, John. Socialize the enterprise. Chicago: Ogilvy & Mather, 2010. 53 p. (The Red papers, 2).

Social media is not just a new channel or a few extra degrees im the 360 º approach to marketing and communications. Social media represents a fundamental consumer behavioral shift requiring marketers to change how they market, how they are organized and how they measure sucess. To succeed via social media and to achieve real business impact, brands and organizations must adopt a comprehensive strategic approach to integrationg this new discipline.

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