When I began speaking four years ago, business owners told me the whole Internet thing and, particularly social media, was a fad.

Soon they began to comment they understood it might be here to stay, but it was just something for their spouses to use to keep up with kids and grandkids.

Just this year, they began to ask me how they can implement social into their larger marketing mix and how to measure its results.

When we talk about these things, I use examples to show how social has fundamentally changed the way we communicate. I ask how they heard about Bin Laden’s death or whatever the latest news is that day or week. (more…)