Most businesses understand that social media is important, but not necessarily how to use it in their own best interests. Maddie Grant argues that it represents a paradigm shift not only in popular culture, but in the fundamental relationship between businesses and consumers, and, as a result, in organizational best practice.
In fact, Grant argues that social media -- which is in its essence a communication system -- should itself be a model for how a business is run. For instance, if you are not comfortable having anyone but the company spokesperson speak on behalf of your business, that is a company culture problem, not a social media problem. And Grant says that businesses that haven't changed according to the times better adapt quickly because consumers expect that businesses today are personal, transparent and accessible.