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|On the Scene|
|Tuesday, April 06, 2010|
BY KEVIN MANAHAN
Social networking can take place on everything from YouTube to the iPhone. The amount of time consumers spent on it tripled in 2009; 56% of Americans want companies to be involved with it; and 85% of social media users are expecting companies to interact with them using it. In short, you need social networks.
“You have to have an investment,” said Eric Peterson of Web Analytics Demystified. “If you don’t get on the social train, you’ll fall behind.”
“If you’re in fear of these grassroots people, you’re not alone,” Ripley Feller said. “I’ve talked to a lot of executives who fear social media because they think it’s going to jump from grassroots to adoption [without testing first].” So Ripley Feller said it’s important to slowly test different strategies to see which ones your audience responds to the most.
“We needed to move faster,” Kenny said. “We needed to break down the walls, and break out of some of that bad DNA, and the only way we were going to do that was to knock down some of the walls of communication. And the only way to do that was with social business software.”
Kevin Manahan is the online editor for Oregon Business.
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