This book has been described as the perfect guide for anyone who wants to understand the impact of the internet on the business world. We are witnessing the creation of new working dynamics; new social interactions which, as well as providing information, also motivate purchase decisions for all kinds of products and services. Listening and, above all, talking and relating with customers via social networking services represents a complete transformation of the corporate culture of the company, which many executives wrongly regard as an arduous journey.
“Javier Celaya has put something we all sensed down in black and white. This is an essential book for all companies looking to understand and apply new social technologies to their business strategy.” ANTONIO TORÍO Director of Communications, Grupo Santander