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Social Media Success Is About Purpose (Not Technology)

What is a good purpose for social media? Would you recognize one if you saw it? And if you could identify a good purpose, would you be able to mobilize a community around it and derive business value from it?

Social Media Success Is About Purpose (Not Technology)
http://blogs.hbr.org/cs/2011/11/social_media_success_is_about.html

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