With the never-ending stream of new social technologies apps and platforms rolling out every day its easy to get lost in the minutiae of social media. Yet for there to be effective change especially within large top-down hierarchical institutions a company must have an over-arching understanding of the new role it has to play.

Physics does not change the nature of the world it studies and no science of behavior can change the essential nature of man even though both sciences yield technologies with a vast power to manipulate the subject matters.

As a speaker business leader or marketer of any type the onus is now on each of us to become equally capable of communicating very personally with a seemingly endless number of people connected by social technologies.