Executive Summary (This is a document excerpt)

As tools change, so does the work that people do. In many technology companies, the traditional role of product manager and product marketer may not sufficiently accommodate the full implications of social media tools in product decision-making. Even marginally exploited, social media sources dramatically increase available information flow and quality, which engenders profound changes in the daily work of product management and marketing teams. To catalyze the shift to social product management, technology companies need to rethink and reset product manager and product marketer priorities, activities, and deliverable (requirements, road maps, training, etc.) cycles.

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