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The Integration of 'Social'

December 19, 2012

Toronto, December 19, 2012 - Have you ever considered how the fullness of time completely changes our views? Technologies that were so important fade away, such as buggy whips, and Telex machines. Not fifteen years ago, the term 'ebusiness' was popular, until people figured out that there was no such thing as ebusiness - just 'business'.

"Today, we may be at a very similar turning point," says Randall Craig, president of 108 ideaspace, and author of the Online PR and Social Media series. "Consider the terms Social Media and Social Networking. What do they mean from a business perspective?" Communication, engagement, community building, research source, advertising venue, sales channel, support mechanism are but a few examples of how we may talk about Social Media. These same terms are the basic marketing building blocks of any successful business; it's reasonable to expect that the requirement for a completely separate 'Social' strategy will seem silly. "From an IT perspective, it is very much the same," adds Randall Craig. "At one point there were Word processing strategies and Laptop strategies, but not anymore."

The movement of a technology, or a marketing channel, from a special place to commonplace is not binary - it happens one step at a time. And it happens as leaders begin to understand the importance of a complete social media integration with their organization: not a tack-on delegated to marketing or HR.
Adds Craig: "Look for a single way to integrate Social Media into your day-to-day responsibilities. Contrived tasks or generic surfing don't count, but using the social web to achieve your annual objectives does."

On the other side of complete social integration is how quickly you retire some of the 'old' processes and technologies. Are there still have fax machines or fax numbers on business cards - or have they been replaced these with Twitter handles and Skype addresses?

Since 1994, Randall Craig has been advising on web and social media strategy. He is the President of 108 ideaspace inc, a consulting firm where strategy, technology, and design intersect. He is also the author of six books including the newly published Social Media for Business and the Online PR and Social Media series. For more information visit


For more information contact:

Randall Craig
416.256.7773 x101 /

Carolyn Bergshoeff
416.256.7773 x 103 /

For more information contact:
Randall Craig
108 ideaspace inc.
Phone: 416-256-7773 x101

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Randall Craig, Social Media and Networking Expert


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