I have followed Clay Shirky's writings for a number of years and have found him to be an articulate writer who is remarkably prescient on the trends that matter. I highly recommend visiting his site to catch up on his work.
For those who think Social Media is a fad, I would suggest you look first at the data your company needs to stay competitive in marketing, customer service, recruiting, product development, and business continuity, etc. If 50% of the data you need is no longer on your servers but out on various SoMe sites, how are you going to obtain, manage and measure that information?
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