• by Gavin O'Malley , Staff Writer @mp_gavin, September 22, 2009

Nick Brien, President and CEO of IPG’s Mediabrands media unit, wants to talk less about social media, and more about social business. “I think is a much more exciting area to talk about,” he says.

What’s the difference? Social media has to do with “awareness,” while “social marketing has everything to do with advocacy.” Social business, meanwhile, is about “reinvention.”