By referencing several of the current changes as social media we limit the perspective and reach of our ideas. We see these activities as satellites outside of core business, insignificant flirting with customers compared to the bigger commercial changes happening.
…Measuring the value of any new capacity with old means only gives us one more fork to eat the same pie with.
Social media is not about efficiency of time, reach or scale – it’s a platform giving companies brand new tools – to solve brand new challenges
. And to be able to do that it needs to be measured with brand new measurements..
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