The good folks at Valiant Trust recently asked me to write an overview of how social media impacts an entire business. Not just PR or IR, but right across the enterprise. Here’s an excerpt and a link to the full newsletter article:

Planning for the whole business

There’s a lot of buzz about social media these days. It seems every second story is something wacky or profound found on Facebook or YouTube. But does it truly belong in the corporate world? Are there sensible, viable applications that can further a company’s objectives?

The answer is yes, but, like any communications channels, only with proper planning and policy.

Social media often finds a natural home in the public relations or marketing department, but other departments can also benefit, sometimes more than PR. Continued on the Valiant Trust newsletter.

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