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It’s no secret that social communities have become essential to the ways we communicate, make purchases and consume content. They connote shared experience – the hallmark of the new Era of Collaboration and Pull Marketing.

But too often, I still see the ghost of push marketing in social channels, in the form of banner ads, unsolicited emails and pop-up tactics. Is this a resistance to new technology or just too many marketing folks sticking with what they’ve done for ages?

“Social communities leverage an increasingly expensive asset – people – by allowing them to work out loud, connect with more people, establish trust, and find relevant information and solutions more quickly,” proclaimed Rachel Happe of The Community Roundtable during the September 19th live edition of “Coffee Break with Game-Changers Radio presented by SAP. Happe suggested that human capital investments may still be at odds with technology investments, which are supposed to reduce the burden on knowledge workers.

Declaring that digital storytelling is a critical new competency, Sean O’Driscoll, CEO of Ant's Eye View, sent the marketing old-guard on a new path. “Social engagement is a journey with defined stages leading to the fully engaged enterprise. Now we have the convergence of people telling stories and technology as the new marketing delivery platform.”

SAP’s Mark Yolton crystallized the most egregious wrong committed by traditional marketing in the last decade. “Our mindset needs to change from push marketing to pull. Stop interrupting your customers. You need to be there when your customers need you.”

To learn more tips from these savvy experts on how to build and grow a truly social business community, tune in to SAP Radio. You’re invited to post your comments below or Tweet to #SAPRadio, one of our favorite social communities!