If anyone still doubts the relevance of social media then perhaps they should take notice of this article where Pope Benedict discusses how the Vatican is embracing social media to bring the gospel to the masses.
Pope Benedict said "The content of the Gospel message remains unchanged but the church must learn how to transmit that message to new generations and must do so by taking advantage of the new technology and new attitudes toward communications."
A neat analogy for most of us in business, the message we are trying to convey to customers hasn't changed but we do need to change how we communicate it.
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