Socially Challenged

The big change for 2011 is human, not tech. It starts at the top. It has to continue all the way to the bottom.

It's a willingness to commit to being social.

Everyone talks it. Everyone wants it. Lots of places have hired young bright interns to do it.

Not a lot of people understand it.

A white-hot passion for what is new is driving the talk to social media.

It requires a serious commitment and well thought out planning to make it work.

The ones that do, will succeed. Those that don't, will remain frustrated by it and likely will back away from it.

I admit, that's nothing but a screed. It's something that everyone has talked about with a lot more detail, and I am trying to rehash.