So True. I remember when in "my" industry - Insurance - we first began buying and installing Agency Management Systems. There was a big difference between those using technology and those agencies that became "Automated" - which meant reinventing process and procedures to leverage the technology (doing new work in new ways) . I see much the same going on with the social "revolution". Many are starting to use the tools but few understand what it means transform and become a social business.

Whenever there is "breakthrough" events (technology) organizations must re-invent themselves in order to fully leverage and benefit from the new order of things. David, Thanks for keeping me thinking. Rick

If you are interested here is what I had to say. http://rickmorganconsulting.com/blog/2009/10/20/social-business/

Another very thought provoking post and presentation. I have often used the analogy of "new wine in old bottles". Put the new social society in the constraints of the old structure and sooner or later it breaks. Thanks David.