This article points out, correctly I believe, that use of social media as a workforce communication tool is the "next big thing." Thanks to Chris Wooldridge for calling it to my attention.
http://smartblogs.com/socialmedia/2011/06/24/are-you-ready-for-the-second-wave-of-social-media/
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Social media enables users to approach new clients who would be difficult to reach through traditional media and permits ready interaction with them in order to show interest, answer their questions, and prove that they are not just another company.
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