MAD Perspectives Blog

Adopting Disruptive Technology? Manage Expectations!

Peggy Dau - Monday, March 17, 2014

In a world where new technologies are emerging every day, there is now an expectation for immediate success. However, that is simply not realistic. Innovators of the past benefited from the lack of social networks sharing speculation, much less leaking technical specifications, as to the purpose, benefit or proposed business model for new products or services. Today, the stock market turns on a dime if Twitter usage is not as hoped. One of the biggest challenges for management, sales and customer service, is managing expectations.'

The same is true when adopting new technologies or using new solutions. As I've attended conferences addressing the benefits, adoption and use of social media, cloud services and big data there is one common theme - manage expectations. This is a two way street. Both providers and adopters of these services must manage expectations as there are many examples of solution deployments that disappoint. In some cases it is the inability to translate numbers of followers into tangible leads, and subsequently revenue. In other situation its the failure to clearly understand new processes required to optimize a SaaS (software-as-a-service) offering.

As with the creation of any strategy or adoption of tactics, well defined desired outcomes are a critical part of success. When adoption social media, organizations often forget that this can be a multi-stage process. The Altimeter Group has been at the forefront in providing insight on business use of social media, providing a common sense framework for adopting, incorporating and formalizing social media into existing processes. Their reports, such as The State of Social Business 2013, helps businesses set realistic goals, identify required training or process improvements, and yes, manage expectations.

I listened to broadcasters, at the recent Broadcast & Video Exposition in London,  talk about their adoption of social media. In every case they talked about trial and error in their use social media. They spoke about how social networks such as Twitter had changed the nature of broadcast by becoming the "channel" for breaking news. As a result, networks now use Twitter to break news in real time. Their tweets direct followers to their online or scheduled broadcasts for more detailed information. At the same time their online destinations and live broadcasts invite viewers to follow them on Twitter and Facebook. They also utilize the social networks to raise awareness of special programs or ongoing series. 

Every content or social media strategist emphasizes the "trial and error" nature of social media, not in terms of actually using the networks, but in determining the content that will drive engagement. While data can be collected to identify key topics of interest to an audience, the manner in which those topics are discussed often influences the level of engagement. Understanding that the use of social media is an evolution not a miracle cure is critical to managing expectations. Understanding that social media is part of a greater content strategy is critical to managing expectations.  Understanding that policy and training will help employees understand how and when to use social media is critical to managing expectations. Get it? 

Whether you are in the broadcast & media, financial services, manufacturing, high tech, pharmaceutical or other industry, you must consider the impact of ANY new solute. Whether it is social media, cloud, big data analytics or other disrupting solutions consider how the technology will impact people and process. Share proposed goals, benefits, concerns, training and anticipated changes.  In short - manage expectations! Success will come more easily!

What's your perspective?



LinkedIn Outperforms Email Marketing

Peggy Dau - Wednesday, October 17, 2012

A colleague forwarded an email to me a few weeks ago. It was a LinkedIn message he had received from a consultant connection requesting that he share a new white paper, accessible via a website url, with interested parties. We're all working in fast paced environments and often get emails, tweets and status updates about new white papers and presentations that may be useful to us. We ignore a lot of those messages, don't we? However, because this request came from a colleague, via LinkedIn, this white paper had increased value. As a result, it also had more click thrus.

I spoke to the consultancy distributing this paper, BackChannel. They had recognized the value of LinkedIn to help keep track of contacts and colleagues.  They had previously used email marketing to announce new services or content. However, they decided to test the power of LinkedIn.  They understood that everyone that they were connected to directly or via LinkedIn Groups, understood that their purpose for using LinkedIn was all about business. They decided to use a direct appeal to their contacts to promote the white paper. They referenced their professional connection to the recipients, the target market for the white paper and their goal to get the white paper into the hands of those who could benefit from it.

389 emails were sent within Linked In.  The results are as follows:

     - 158 contacts opened the message (40%)

     - 42 of those who opened the message, clicked on the white paper link (26% of messages opened; 9% of messages sent)

These are impressive results, considering that MailChimp (BackChannel's email marketing tool of choice) indicates that the open rate and click thru rate for campaigns in the consulting industry, are 16.3% and 3.3% respectively.  More interesting for BackChannel was the fact that over the next several days, a further 90 direct downloads occurred as a result of connections sharing the LinkedIn mail with their relevant colleagues.

Backchannel found that the power of LinkedIn, and its concept of six degrees of separation delivering value to business people, provided a unique outlet for sharing content. When a community understand a goal, share a common interest, they will promote and share content fulfilling the needs of the community.

Have you used LinkedIn to promote your content? Are you aware that you can integrate content from SlideShare (now owned by LinkedIn) into your profile? You can expand your personal or business' visibility, by sharing relevant content, through links and updates in your profile, your company page or groups.

What's your perspective?





Corporate Employees - Get Social or Get Out!

Peggy Dau - Monday, July 16, 2012

I love talking to my friends in corporate america. They keep me attuned to the fears surrounding the use of social media within the company and outside the company. I'm such a fan of communication tools that I may overlook these very valid concerns. My job is to help companies communicate effectively.  Their goals are to get their jobs done, be that product development, channel management, sales, marketing, etc.  Because they are so heads down in achieving their defined goals and metrics, they often only use social networks at home, while relaxing, to connect with family and friends.

However, more and more companies are implementing social media strategies to attain and retain customers, but also to encourage and simplify employee collaboration. The tools they use to enable these strategies are similar, yet different. These microblogging platforms (e.g., Yammer, NewsGator, SocialText) all consist of a simple user interface that allows users to login, make connections and post comments. The primary challenge for employees, in using these networks, is fear.

Fear, you say! What are they afraid of?  They are afraid of the time it will take away from other activities. They are afraid to be perceived as unavailable, too available, wasting time, distracting others or sharing inappropriate information. Depending on the demographics, they may think that they are "too old" to use social media - this is something their kids do. Or they may be afraid that if they don't use social tools that they will be considered obsolete and subsequently passed over for positions with greater responsibility. And the greatest fear mentioned to me is the "big brother" factor. Some employees are afraid that their every move will be monitored for negative purposes. Fear is a powerful inhibitor!

How can employees and their employers take fear out of the equation? It's simple.  It's all about communication. Employees are afraid to engage or not engage because they don't understand the guidelines or goals for using social networks. Social media is changing how companies communicate internally and externally. It empowers employees to have a voice. But, if they have not had a voice prior to the use of social networks, they may be uncomfortable. Companies can help by encouraging communication, by setting expectations for professionalism, by setting an example at the executive level or by rewarding social collaborations that benefit the company.

Like email and instant messaging before it, enterprise social networking (aka enterprise 2.0) has a learning curve. Employers should help employees understand the nuances of the tools through online training and best practices. Employees can start small and, depending on their role and their needs, determine how enterprise social media can best help them in their day to day activities. There are pros and cons to any new technology. 

One benefit, of corporate microblogging tied to existing enterprise applications, is the ability to store and retrieve activity streams along with any of the documents related to those discussions. However, some will feel this is evidence of the corporate monitoring of individual performance and behavior. This perception reflects a cultural concern and if based in fact, why would anyone want to work for a company that they didn't trust. 

The advantages of instantaneous communication can lead to new perspectives, reduced cycle times, rapid decision making and great innovation. The opportunity to expand networks beyond existing business silos to access thought leaders, decision makers and experienced peers will benefit the organization. Employees may need help overcoming their fear of new technologies, but they must adopt these new communication tools or they will be obsolete. Studies show that those university students just entering the workforce, no longer consider email a primary communication platform.  Their influence cannot be underestimated as they are the future managers, directors and CEOs.

What's your perspective?






Enterprise Social Software - Another Distraction?

Peggy Dau - Tuesday, July 10, 2012

A colleague complained to me last week about her company's use of a social media platform behind the firewall. She wanted to know why she would use this platform and wasn't it a distraction to her getting her job done. She also wanted to know why so many people felt compelled to spend so much time on social media. This raised a few concerns and questions for me.  I will address these thoughts over the next few weeks.

Why are we compelled to be seen online?  My colleague's thought process was that by being available on a social network, it shows that you are at work. Would her peers and management think she was not working if she was not available on the social network? Alternatively, could being available mean that she was "wasting" time on social media? 

We live in an online world. In the business world, emails are used to inform and request. Recipients are engaged due to a organizational or functional requirement. Information is shared. Questions are asked. Demands are made. Timelines are set. When emails are sent there is an expectation that they will be answered immediately. Instant messenger services stepped into the corporate world several years ago and enabled employees to quickly reach out to each other. 

We want to be part of the conversation, yet we are committed to completing our projects and fulfilling our goals. Enterprise social software provides the forum for quick, trackable, retrievable online conversations. Like general social media, individuals can choose who to follow or "friend". It is possible to be available or not. It is possible to initiate ad hoc conversations to find a quick answer to a challenge. It is possible to gain insight into new products, engage with sales teams (wherever they are), or, find quick fixes to customer concerns.

Enterprise social software (e.g., Yammer, NewsGator, SocialText) is here to stay. It enables collaboration between one or many individuals. These services pose the question "what are you working on?" For increasingly geographically dispersed organizations it provides another channel of communication. It breaks down departmental silos, allows light conversation between teammates not in the same office, enables simple polling on a hot topic. It is often integrated with other corporate applications, like Microsoft Sharepoint, with the intention of enabling conversations specific to existing documents. The benefit is the ability to tag and store the activity streams. 

Like email, social media takes some getting used to. Remember we didn't always talk about how full our email boxes were. We used to complain about voicemail! We, as individuals and employees, are responsible for finding the best ways to achieve our goals within our company's given framework. If email is the mode, then so be it. However, an increasing number of corporations are adopting internal social platforms. Employees may share RSS feeds and invite comment on competitor activity, market trends or customer announcements.

It's up to you to set expectations. Only you can decide how quickly you will respond to email or whether you will engage socially. We should not feel compelled to be online - but we are. We don't have to engage - but we often do. We use email to check the availability of others for meetings. Instant messenger services and now enterprise social software allow you do the same, instantaneously. Perhaps we will be more productive. Perhaps we will be distracted by the increasing flow of content.  Time will tell - and it will vary by individual. However, like email, we will adapt. 

Companies such as LG, HP, Cisco, Deloitte, Ford, Kraft Foods and Weight Watchers have adopted enterprise social media. Has you company adopted an enterprise social software? How are you using it?  

What's your perspective?







The 4 Bs of B2B Social Media

Peggy Dau - Monday, June 25, 2012

It's all about business for any company engaging in social media. Sometimes we forget that these platforms are a means to an end. That end is revenue. All the effort to win fans, followers, interactions, comments and click-thrus is part of a comprehensive effort to increase visibility, generate leads and sell products.

So, why is social media so important for companies selling products and services to other companies? It's all about the 4 Bs.  

#1 - Business Intelligence:  Social media allows companies to share content and capture data. Various tools and platforms exist to discover, analyze and assess this data. Individuals and companies gain knowledge about the demographics of their customers, affiliated industries, emerging topics, key trends, competitor activities, opinions regarding products and services, and more. Social media provides additional insight that can help companies create and sustain powerful relationships with their customers.

#2 - Business Development: Revenue is the life blood of all companies.  Without it, a company will eventually disappear. Therefore any tools to simplify or accelerate the acquisition of new business, whether from new clients or existing accounts, are welcome. Social networks provide companies with additional channels through which they can identify prospects, learn about companies and individuals. Platforms, like LinkedIn, Plaxo, Branchout or Zerply, can help users figure out how to connect with key decision makers or influencers. Individuals can learn more about them via blogs, tweets, status updates, presentations or videos.  56% of B2B marketers acquire new business partnerships through social media (Social Media Examiner, 2012 Social Media Marketing Industry Report). Imagine that first meeting with an understanding of what's been top of mind for that individual based on their social commentary!  

#3 - Business Relationships: Once a relationship is developed, it takes effort to maintain it. It's not always possible to enjoy face time with contacts. Social networks provide an alternative method of staying in touch with colleagues, customers and competitors. It's possible to congratulate contacts on promotions or job changes, make introductions for peers seeking new roles and comment on shared content. Here at MAD Perspectives, we reach out to connections on a regular basis, simply to catch up with old business friends.

#4 - Business Conversations: Social networks are all about engagement. They provide a platform to discuss topics of mutual interest, ask & answer questions, collaborate on new ideas, share content and to learn. Entrants into a new markets can learn about local business culture, business priorities and key competitors. 62% of business technology decision makers now read and post comments on blogs (Social Media Examiner, 2012 Social Media Marketing Industry Report).  Participants can turn casual conversations into long-lasting relationships. However, just as in face-to-face conversations, each party must provide value to the other.

Social media mirrors the business activities of any company. It is simply another channel through which to pursue these actions. As you consider your use of social media, think about the 4 Bs. Perhaps you are using all 4, or maybe you've just started engaging. Either way, be strategic and tactical about how social media can help you connect, collaborate and communicate to achieve your business goals.

What's your perspective?



How to Be Human

Peggy Dau - Tuesday, March 20, 2012


Last week I introduced the idea of being human when communicating socially.  Here are some further thoughts on HOW to be human.  It's really quite simple, but I think we all get caught up in the demands of our business lives and forget about the basics of meaningful communication.

1.  Be Open. Whether we are speaking face to face or sharing thoughts on LinkedIn or writing a blog, it is always possible to see when someone is hiding something. Either a question is ignored or the answer swerves in a different direction or the elephant in the room is completely ignored. Honesty is the currency of the social web. This is not an original thought on my part, but I do believe that integrity is the MOST important attribute for any business person.

2.  Use pictures. They do speak a thousand words. When you create your profile, include your picture.  Social media is about humanizing web communication. Don't you want to know who you are talking to? If you were on an internet dating site, would you respond to the person who didn't post a picture? And, it's not only about pictures of yourself, use diagrams, graphics or pictures to enhance your story and reinforce the important bits. It's amazing to see the rise of info graphics across the web. Why are they so popular? Because they capture and share pertinent information in an easily consumable (and shareable) format.

3. Post Engaging Content. For some, this is the most challenging. Who is to say what content is the most engaging. However, think about the needs of your audience and how the information they crave.  Present the content in a human manner. We are not all technicians or experts in every field. Share information in easily consumable chunks. Make it real through real life examples.

4. Don't sell. This might be the most important aspect of social media. While the goal may be to create more leads, there is nothing more distasteful than a hard sell (in person or online!). I'm interested in understanding what makes a company tick.  I'm interested in their application of their solutions in business situations. I'm interested in how they collaborate with partners or customers to create value. I'm curious about the trends that are influencing their product roadmap. I can read their website to understand the feature / functionality of their products. I can talk to their sales reps about special deals. I don't need a sales pitch on Twitter!

5. Listen. I've said this before and will continue to repeat myself. There is a LOT of fantastic information being shared by peers, partners, customers and competitors. It is important to take the time to listen and assess.  It might change the way your business moves forward. I listen to social media experts; IT, broadcast & media pundits. I follow many blogs, eagerly review LinkedIn updates and connect the dots across the technology industry. What about you?

We are human yet sometimes we forget to act as humans when we are in business situations. Business, at its core, is about relationships. While I'm not promoting intimacy of a personal nature, business intimacy comes from finding common ground, delivering reliability and earning trust. The same skills that have been used in face to face dinners and golf outings also apply in the social world.

What's your perspective?



Remember to be Human

Peggy Dau - Wednesday, March 14, 2012

In a discussion with a former HP colleague I was reminiscing about the "old days" of open communication, sharing of ideas, encouragement of career shifts and the "can do" exuberance that was prevalent in the company's New York area offices. I hadn't traveled to the west coast, at that point in my career, to experience the HP Way on any larger scale. Bill and Dave were still alive and their influence was pervasive, even though they weren't actively involved in the day to day running of the company.

As I thought about this conversation later, I realized that what made HP a special place to work at that time (the mid to late 80's) was its culture of curiosity and humanity. By humanity, I mean

     - a respect for individuals

     - a hunger for new ideas or processes

     - a desire to delight the customer 

     - a high level of integrity

Aren't these the same elements that make social media so compelling? In their book, Humanize, How People-Centric Organizations Succeed in Social Media, James Notter and Maddie Grant reflect on organizations have become mechanical and the importance of making organizations more human. Consumers and business people alike are attracted to social media because of its openness and honesty. Those companies that learn to communicate as if in a one-to-one conversation rather than in scripted, sanitized, bland corporate speak stand to benefit. They will earn customer loyalty, feed product innovation, 

As I communicate in a post-corporate world, I think about how I talk to my peers, my friends and my clients. Their feedback has been extremely helpful as MAD Perspectives has evolved. The words most commonly used are courage, passion, commitment, honesty and clarity. I keep these comments in mind as I communicate here in my blog or on LinkedIn, Twitter and Facebook. I hope I sound human.  

I believe that the best corporate social efforts are those where the individuals are empowered to speak candidly about their experiences. It is frustrating when the social networks seem to perpetuate corporate speak. I appreciate those status updates that add personal insight regarding a newsworthy tidbit. I enjoy the comments that reveal the individuals personality, likes and dislikes. I learn from those blogs that share real world application of complex ideas or technologies.  

It comes down to being human and remembering that social media has evolved as a way for people to communicate with people. Social media networks and platforms are simply the medium that have reminded us that we like to talk as if we were leaning over the cubicle wall to share a new idea. As companies continue their social media forays, I believe those that will succeed will remember to be human.  

What's your perspective?




Using LinkedIn to Build B2B Followers

Peggy Dau - Tuesday, February 28, 2012

Every day there are more articles showcasing the value of social media for business.  However, 80% of those articles reflect the value for companies marketing to and communicating with consumers.  The challenge, for companies selling products or services to other companies, is how social media can help them.  After all, when most people are on Facebook, they are there to communicate with their friends and family.  Sure, they may be job hunting, and Facebook has proven to be a good place for employers to recruit new employees.  It is also a good place for companies to connect with users regarding customer support issues.  However, Facebookt is still first and foremost a destination for the individual thinking about personal, rather than business, topics.

A recent article on The Next Web highlighting the high proportion of U.S. based LinkedIn members, with membership growing internationally. What was more interesting is how companies are taking advantage of LinkedIn, particularly those in high tech. One of the dominant metrics, for measuring success in social media , is tracking the number of followers. For a company in the B2B space, it is most important for followers to be individuals who can influence purchasing decisions. LinkedIn is the most relevant social network for attracting influential followers. Who's are the companies leading the pack?

    1. IBM, ~590,000 followers

    2. HP, ~449,000 followers

    3. Microsoft, ~424,000 followers

    4. Accenture, ~419,000 followers

    5. Google, ~409,000 followers

    6. Oracle, ~293,000 followers

    7. Deloitte, ~283,000 followers

    8. Apple, ~253,000 followers

    9. Dell, ~244,000 followers

    10. Cisco, ~240,000 followers

source:  Zoomsphere

It's not a surprise to me that tech companies lead the pack.  Tech company employees tend to adopt new tools more rapidly than individuals in other markets.  IBM, in particular, has invested heavily in "socializing" its entire approach to business. This is partly to promote their own business intelligence capabilities, but also to simplify how employees get and stay connected internally or externally.  

These companies use LinkedIn's company pages to promote the company and their product lines. The benefit of promoting products and services on LinkedIn, allows the company to highlight new products, customer case studies and increase attention to key product lines. Another benefit is the ability for users to provide recommendations for company products. Hewlett-Packard, in particular, has gained a significant number of recommendations across all of its businesses. In addition, they sponsor several groups targeting different customer segments.

Social media is changing the way we connect with customers.  LinkedIn provides an additional channel for communicating value and differentiation, as well as listening to what customers are saying.  Look into leveraging LinkedIn for more than your personal profile, there are benefits for large and small businesses. Check it out!

What's your perspective?



What's your passion?

Peggy Dau - Wednesday, November 30, 2011

Think about the businesses that are most fascinating to you.  What do they offer that is appealing to you? Is it their financial statements? Probably not.  Is it their business model, product, marketing or customer service? Possibly. My guess is that it is the energy they put into their business. This energy, or passion, compels them to create a business that matters. The business may offer a product or service that simplifies daily life, alleviates health concerns, enables connectivity to others or enhances the way technology works.  Regardless of the solution provided, the business owner, managers and employees portray a passion that sets them apart from competitors.

Companies that exhibit passion on a daily basis, in my opinion, are Apple, Facebook, LinkedIn, Microsoft, JetBlue and Whole Foods. These companies stand out because every employee consistently, and passionately, represents their core business values EVERY day. I've known several former HP colleagues who pursued opportunities at Microsoft.  I've been amazed at the Microsoft on-boarding process that I jokingly refer to as "drinking the kool-aid".  Each one of my colleagues has emerged from this process a staunch advocate of Microsoft and its technologies.  Of course, Microsoft understands how to optimize its software to simplify the daily business lives of its employees and by doing so, they understand the value to their customers.  However, they cannot force their employees to constantly and consistently rave about the benefits of Microsoft solutions - yet their employees do just that.  It's the same at Apple, LinkedIn and other companies who have a strongly held belief in the value their company provides.

This passion comes through in the way they communicate.  Think about images of Steve Ballmer leaping and jumping on the stage at Microsoft events, or Steve Jobs' compelling presence when announcing new products or Mark Zuckerberg's geeky intensity when explaining Facebook features.  These business leaders exude more than confidence or leadership.  They are the face of their companies.  Bill Gates represented the "evil empire" of the possibly monopolistic Microsoft, until, he went public about his philanthropic efforts.  By presenting an alternative view of himself, Microsoft's image improved. Employees maintained a passionate dedication to the value that Microsoft products could provide to their customers.

Whatever your business is and whatever product or service it provides should reflect a passion you enjoy.  In my career at HP i was drawn to emerging businesses.  I enjoyed the ability to create new business models, develop differentiating programs, communicate incremental value, learn about innovative technologies and provide customers with meaningful solutions.  Throughout my career at HP, I was always communicating with colleagues, management, partners and customers.  I was very aware of the value of clear communication and the emergence of technologies to enhance and improve interaction and collaboration.  

Passion fuels a clarity of intention, authenticity of voice and energy to succeed.  My last role at HP was in a vertical business unit with a passion for delivering innovative, meaningful solutions to customers.  The leader of this team exuded a level of energy and intensity that was infectious.  As a result, this globally distributed team consistently gave their best, exuded confidence in purpose and  maintained a customer centricity that bred interest, commitment and loyalty from customers.  

I came to realize that my passion is to help companies, and their employees, communicate their value.  With a desire for storytelling, I could help technology companies clarify their messaging, reminding them that they are sharing their story with humans first (technologists second!).  Thanks to my curiosity about emerging technologies I help companies prioritize and maximize the use of existing and emerging technologies for social communication, video conferencing and cross-company collaboration.  My passion is evident to my clients as we engage to develop strategies, gain alignment and create value.  I share this passion in my use of social networks to highlight solutions, methodologies, best practices and technologies relevant to my business.

Every company, be it large or small, needs to find their passion.  Their next challenge is to share it with their clients and the community within which they work.  This community can be local or virtual.  In either case, the company must develop a strategy and take advantage of the  communication solutions that allow them to inspire others.  Their passion for their product will compel action and win loyalty.  Isn't this what you want for your business?

What's your perspective?



What's in a Word?

Peggy Dau - Wednesday, November 09, 2011

Social Media.  Social Networks.  Social Technologies. We hear these words bantered about and used interchangeably as they have become an integral part of our cultural lexicon. As I communicate using these words (and many others) every day, I began thinking about how and why I use these words. I also pondered the evolution of words and how new words and definitions are added to dictionaries each year. As you communicate, do you think about how words are going to be interpreted by the reader or listener?

We talked about the importance of context last month. Of course, understanding the context in which a word is used influences the way it is understood. For example, the word pimp evokes the unfortunate image of a person managing and selling the services of a prostitute. However, the expression "pimp my ride" has emerged reflecting a definition for pimp as "showy or impressive". It reflects a cultural interpretation of a car a pimp might drive (at least as interpreted in the movies).

The definition of words have become broader, narrower, weaker or stronger based on similarity of concepts, specialization of meaning or generalization of understanding (or misunderstanding). Words evolve to reflect psychological, societal and cultural influences.  Think about the word propaganda.  The original meaning was to share information, the common understanding today is the proliferation of false data.  With these thoughts in mind, how has the understanding of the terms social media, social network or social technologies shifted?

Social Media has a commonly understood definition as "the web, internet or mobile used technologies enabling interactive dialogue and sharing of user generated content".  In general, media is the channel or tools to store and deliver information or data. Social media is all about interaction whereas other forms of media (broadcast, electronic or print) push content to the user and do not allow real-time feedback.  Social networks are the platforms that combine elements of media and technology to create a destination for interaction.  Prevalent examples of social networks are Facebook, Twitter, LinkedIn and YouTube.  Each of these terms, is still relatively new and our understanding of these terms has expanded over time.  Not only do more people understand what social media is, the scope of what is considered social media has widened.

Finally, we have the term social technologies.  This term has been in existence since the late 1800s.  Charles Richard Henderson, at the University of Chicago, defined social technology as "a system of conscious and purposeful organization of persons in which every actual, natural social organization finds its true place, and all factors in harmony cooperate to realize an increasing aggregate and better proportions of the “health, wealth, beauty, knowledge, sociability, and rightness” desires.".  It's amazing that over 100 years later, the use and intent of social technologies remains the same. 

The volumed of technologies continues to explode as tools to inform, capture, share, influence, measure and analyze come to market.  Given the inclusive, interactive nature of social media it will be interesting to see how the definition and understanding evolves over the next 10-20 years.  How do you think it will change?  Will the way we use social media change the way we define it? What cultural factors will shift our interpretation or our use of social media, networks and technologies?

What's your perspective?