The words social media have managed to insinuate themselves into the business vernacular with alacrity. But less rapid has been the ability of businesses to understand what they need to do about it. In this CRN head-to-head, Australian tech industry experts Tony Gattari, from the Achievers Group, and Moheb Moses from Channel Dynamics, offer different opinions on social media’s role in the business world.
For Gattari, former Harvey Norman tech boss, there’s no clear path for success via social media. He says many companies are wise to avoid investing in it altogether for risk of achieving poor ROI. For Moses, co-founder of Channel Dynamics and respected partner consultant, social media offers a world of opportunity for all, especially when considered with its broadest definition, encompassing the evolving forms of blogging, podcasts, wiki, picture sharing and crowdsourcing.