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    Customers and employees are becoming increasingly empowered by social technologies, dramatically changing the way they communicate and collaborate. To succeed in this new world, companies must make fundamental changes to resources, skills, tools, processes, and culture. Forrester calls this process of change “social maturity,” and it consists of ␣ve stages: 1) dormant; 2) testing; 3) coordinating; 4) scaling and optimizing; and 5) empowering the workforce. To help accelerate the company’s social maturity journey, interactive marketers should act as “shepherds” — coordinating across functions and demonstrating to senior executives the bene␣ts of social tools.