Social media – the blanket term capturing Facebook, Twitter, LinkedIn, etc. – gets an inordinate amount of attention these days and therefore seems to be the driving force behind smart digital strategies. But the more applicable story for most companies is the steady drumbeat of continued investment in digital business fundamentals: online advertising, email marketing, website development, community building, and “cloud” solutions. In effect, all of the pieces of the of the digital strategy puzzle: a loosely integrated collection of tools, techniques and methodologies which individually or together help companies do business better, cheaper, and/or faster.

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