An article by Dion Hinchcliffe, Information Technology expert, talks about the deep application to organizations that made social media such a potent and popular way of communicating globally. This involves raising awareness, educating leadership, trying to figure out what department should be in charge of social business, rethinking business processes in a much more fragmented yet connected operating environment, acquiring budget as social business operations grow, measuring results, and so on. Social business has become a more powerful and effective way of operating. But it must mature to grow its relevance and effectiveness as it's situated within the realities of the contemporary organization.

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