It’s not about the technology! Or is it?

New experiences, behaviours and techniques come along from time to time. As children, at school, there was always the latest “craze” whether it was for conkers or marbles or assegais (remember those?). As adults, at work and at play, we call them innovations, whether they are new materials, techniques, goods, services, fashions or whole new experiences.


At the time of writing (early 2011), one significant “craze” is for “social media”, “social networking”, “social” anything, or, even, simply “social”, … as if we were not social or, at least, sociable before! It’s all the rage. Now we (yup, that includes me) are calling it “social communication” and just round the corner, allegedly, is “social commerce”. It’s fun, it’s different, and it’s a substantial change in something or other, … but in what? Continue reading