Over the last few years, the way people use the internet has changed quite fundamentally
A decade ago, self-sufficiency meant credibility. The use of third party services for internal collaboration or as a means of interacting with customers was akin to lacking professionalism. Communication with users was one-sided. The company spoke and the user listened. Communication between users (read: customers) was minimal, and only the most hard-core and computer literate customers would have any online involvement with other users. Marketing was limited to banner ads, basic search engine submission and bulk email campaigns. And the website was the bold centerpiece in any company's online presence.
Not so today. Social media has changed all of this. It has transformed the way people perceive and use the internet as a communication medium. Consequently, it has transformed the way businesses reach out to target audiences.
This primarily means that traditional sales and marketing methods no longer apply, and put bluntly, understanding the new world of social media can be critical to a company's success and survival.