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Pervasive The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it.- Mark Weiser

Everyone is doing it Wrong answer. Look, do not get social media confused with social networks such as Facebook or social news sites such as Digg. Social media is essentially a platform for communication. Whatever the technology, or means, communication is the outcome. Every company can benefit from communicating a valuable message. Although many companies dabble in social media, a large percentage are simple wasting their time. You must know what you want to achieve from social media to form a good strategy to achieve it.