In this piece, Olivier Choron, CEO and Founder of purechannelapps argues that IT and Tech companies are at the leading edge of social media technology and strategy. Olivier further argues that the sales model for both IT & Tech companies, and FMCG and Retail brands are very much the same, yet FMCG and Retail brands don't engage in through-partner social media syndication in the same way that IT companies do.