Social isn’t a channel, medium, skill or content strategy; it’s a behavior. Not a new behavior, but a new way of instantly connecting and collaborating with communities of shared interest. How we connect our clients to this world will define our ability to makes brands more valuable to people and people more valuable to brands. This real-time environment requires a careful alchemy of insights, creative, conversation and amplification, which is exactly what SocialWork, our global approach to social media, delivers on behalf of the world's leading brands.