The shifting trend to mobile has been one of the major drivers behind the need for business to go social. This shift makes it a business necessity to have a strategy around its social messaging position and ensuring it is resourced with skill sets that are reflective of the inherit risks associated with its immediacy and permanency; along with the rewards associated with its opportunity to build stronger links with its customer world.
To be relevant in the digital disrupted era, businesses need to embrace the social reward and not the social risk.