As companies grow their confidence and familiarity with the social web, there’s a bit of a mental hurdle they pass in accepting that it makes sense for their organization. It’s not unlike 10 years ago when companies finally started to “get” the need for a company web site.  And just like a web site, building it doesn’t mean “they” will come, so the logicial next step is:

“Once you start a social media effort, how do you promote it?”

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