How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands

Preface

Shawn Santos

Why You Should Care About This Book

My first forays into social media mirrored many of my Gen X peers: modem-powered experimentation with AOL and SixDegrees in the late-1990s, followed by much more regular use of Friendster and MySpace a few years later.

At the time, social networking was simply a distraction, a fun distraction that seemed to be sucking more of us in everyday, but a distraction none-the-less. It was never very serious, and I don’t believe that any of us really thought about using these tools to connect with businesses, start a revolution, or change anything other than our profile pics.

It wasn’t until a few years later that I first heard the term “Web 2.0,” which described a shift in technology where the ...