I saw a video the other day of a small child discovering their shadow. They were walking along when they suddenly realised that the penumbra trailing close behind was somehow attached. A sequence of bemused hopping and dancing entailed as they tried to break free, before a realisation that it’s here to stay.
It’s like that with the Social Age: many organisations are aware that something is trailing them. Some are starting to shake a leg frantically, hoping it will drop off. A few are dancing in wonderment.
Sometimes people say to me, ‘Oh, social? Yes, we do that’, as if somehow i’m proposing that Twitter is their redemption.
It’s a broad spectrum of change: the evolved nature…
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