Every company these days knows they have to get social. Yet often, even when organizations think they're embracing social media in a big way, they aren't. For most companies, social means marketing. It equals Facebook likes and Twitter followers. But that's just the price of entry into the social world we -- the 1.5 billion people using social networks -- are crafting around us.
A major change is taking place in social media these days: Leading-edge companies are moving from "liking" to leading. The next step will be much deeper as the leaders recognize that social engagement is an opportunity to redefine the client service experience, be proactive is delivering customer care and differentiate in new ways.