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It is a platform where people congregate and connect. It has gained a critical mass and it has an evolving importance in human lives. It's mainstream, like it or not.
It has always been helpful to us to think of social media in the context of the 'network effect.' Fortune magazine'ssummed this up nicely when he wrote in his book A product or service is said to have a network effect when its value grows greater to all users each time one new user joins." The network effect is analogous to the telephone system - if we didn't use the same phone system and the same network of numbers, it would not be useful to anyone. This is at the heart of all communication products, be they 20th century or 21st century. Hence why business needs to make sure its offerings are socially/network enabled - because it's where your customers are congregating, how they are listening, and how they are communicating.
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