Entering 2012, leadership teams are hotly debating social media. How should we use it? How might it shape markets? Will we lose control of our brand image? And, what policies should we adopt for its use? Into this mix, Anthony Bradley and Mark McDonald thankfully remind C-Suite leaders that social media “is a means to an end, not the end itself” and that the end can be a really exciting business purpose. Bradley and McDonald are Group Vice Presidents at Gartner Inc., a leading information technology research and advisory company. Their new book, “The Social Organization:How to Use Social Media to Tap the Collective Genius of Your Customers and Employees” (Harvard Business Review Press, 2011) is required reading for companies seeking to build competitive advantage by deploying social media strategically. The authors move quickly beyond the use of social media for marketing communications….