There is a new level of complexity in marketing. It comes from the millions of gestures that people make on Facebook when they "like," a page. On Twitter, gestures come in the form of replies. On a blog, it comes when a person subscribes to a blog. Other gestures may be a link to a site or a check-in on a location-based network.

These gestures are generated by the billions. Engaging with people means responding to these gestures in a way that fits into the flow of people's lives. Social networks are part of daily life.

We think you'll find our report about engaging online communities (embedded below) to be essential reading for the modern enterprise. And remember, you always you can find our day-to-day coverage about social IT at ReadWriteEnterprise.