When I speak, my audiences are typically white men over the age of 50 and the vast majority of them don’t believe (or don’t want to believe) the web is changing not only the way we do business, but the way we communicate with one another. I always hear, “Oh my kids shop online” or “My younger employees use Facebook” but they believe the use of the web really is for the kids.

Because of that attitude, I always lead up to a very important point when speaking to that particular audience. It’s the issue of control. You see, the use of the web (not just social media, but the web) hasn’t been adopted yet by these audiences because they’re hanging on to to the one thing they think they can’t live without…and that’s control. (more…)