Today, most CEOs accept social media as a part of the marketing mix, but a number of companies are pushing for one step further – that social needs to be a fundamental part of the business. And they make a pretty compelling argument. But when social met marketing, it wasn’t love at first sight. Marketing had control issues – specifically, loss of control issues. So how can social relationship management work across wider, even more rigid business processes? Richard Beattie, Oracle’s Senior Director EMEA, explains…