Read how McKinsey interpret the Social Media scene. There are so many possibilities for companies and brands to explore and use social media. One sure thing is to take it serious and not compare social media to traditional rich media.

This article is a great time spend and useful for re-thinking if you company or brand is on the right social media track

“As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways.”

“What we hope to do here is to demystify social media. We have identified its four primary functions—to monitor, respond, amplify, and lead consumer behavior—and linked them to the journey consumers undertake when making purchasing decisions.”

Link to full article