This short 7 minute video with Charlene Li and Josh Bernoff, authors of Groundswell: Winning in a World Transformed by Social Technologies is insightful.

I tend to filter social technologies through the lens of church and ministry, and I think they say some key things.  Paraphrasing them:

  • There needs to be a revolutionary and an executive backing within a company for social technology to be implemented and supported.
  • There is a danger for companies who don’t adopt, or adapt to social technology, especially if the constituents, customers, congregation, etc. are using it.  There is a missed opportunity as well.

Check out the video: