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You're responsible for the direction of your online strategies for your company or organization, specifically using social media and computing tools to reach, connect, and build communities around your brand. Most folks at your company know this space is important, but don't know how to do it, they are relying on your expertise to think holistically, integrated, and strategically.

The value of a product for users shifts as it moves through the product lifecycle. Initially it is about new functionality, later it is about user experience and price.