The evolution of social business as we know it today traces back to The Cluetrain Manifesto in the late 1990s, where its authors predicted that markets would become conversations.
A social business is more than an organization that invests in a positive global footprint to overcome the world’s biggest problems, such as inequality and poverty. The term has developed to now also represent companies that are more open, transparent, and participatory in conversations and activity that defines markets. But the challenge is that social media strategists may actually be hampering its potential by not helping executives see the bigger picture beyond the technology.
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