Social media is having a profound effect on the way organisations and brands engage with their customers, clients and audiences. We are learning to become more open, engaging and conversational rather than treat treating customers as a mass market to be saturated with 'broadcast' messaging and marketing.

Media businesses and consumer brands are finding ways to involve audiences and consumers more deeply, moving beyond 'user generated content' to actively involving them in activities such as co-creation, innovation and distribution.

Corporates are starting to use social networks and social tools to engage customers, fans and critics alike, rather than hiding behind broad spectrum marketing or impersonal PR and corporate relations.

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