I believe in working with organisations to coach and support them in becoming ’social businesses’, that is, helping organisations respond to the kind of consumer and stakeholder expectations that this web 2.0 ‘ (r)evolution’ is creating, by training them to be more open, responsive, interactive and authentic. This sometimes involves the use of social technologies, sometimes with off-line stakeholder engagement approaches. I am a strong believer in Marshall McLuhan’s refrain that “The medium is the message” – i.e: that the growth of ’social media’ adoption across society is indicative of the way we as a culture are reverting back to our primal need to feel connection to others in business as well as in life, and that enterprises (especially large corporations) need to change their ‘operational DNA’ to stay relevant to this new world that we are co-creating together.

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