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If you think social media is just a playground for egocentric banter, it's time to take another look. Chances are, your brand and your market are out there, for better or for worse. You might as well know what is being said, help shape the conversation and benefit from it. This paper -- based on information originally published in the book The Executive's Guide to Enterprise Media Strategy by Mike Barlow and David Thomas -- discusses why every company should have a social media strategy and explains how you can use social media for business advantage.