Addressing the Society for New Communications Research (SNCR) and the Social Media in Marketing & Advertising, Don Bulmer, VP, Industry & Influencer Relations, Global Communications, SAP explains how Social Media has contributed to both the top line as well as re-inforcing margins around the bottom line. It's said that "virtual is the new reality".improving the scale of customer relations at lower costs through greater community development, streaming content and interactivity. minimizing event and travel costs through virtualization.replacing more expensive advertising campaigns with more effective integrated marketing services that consists of listening, engagement, partnership programs, and social applications. Less