Over the past few years we have seen an explosion in the use of the word “social” in many new contexts. We now routinely discuss social media, social business, social marketing, and a terrific movie called The Social Network. Those of us in the agency world are thinking about the role of social in almost every single client engagement. Social is everywhere.
In this rush to find the “social” element in everything we do, unfortunately, the word itself has changed. Not that long ago I could think of a social occasion, someone being social, and the social graces as very warm and human concepts. Social things were at the far end of a spectrum from business things. Business was a cold and formal world; social was letting down your hair and loosening the tie. (more…)