Social Media presents a massive challenge for firms, as many established management methods are ill-suited to deal with customers who no longer want to be talked at but who want firms to listen, appropriately engage, and respond. The authors explain that each of the seven functional building blocks has important implications for how firms should engage with Social Media. By analyzing identity, conversations, sharing, presence, relationships, reputation, and groups, firms can monitor and understand how Social Media activities vary in terms of their function and impact, so as to develop a congruent Social Media strategy based on the appropriate balance of building blocks for their community.

Increasingly, the term 'social business' is being used. This reflects that Social Media is not just a marketing discipline, but that it has multiple touch-points in an organization such as customer service, sales, human resource management and R&D. Social business is where Social Media has broken down silos and barriers that enable employees to have a genuinely more open and collaborative relationship with the outside world.

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