I hope that as we proponents of social media continue to have these conversations with the organisations we work for and with, we may see more action and as you state actually begin to interact in authentic ways with our customers, employees and stakeholders.

I recently commented in my blog that potentially not until GenY is running agencies and maybe even major corporations will we see this genuine, 2-way conversation (or is a 3-way or even multi-channel conversation with brands?) really impacting marketing and business strategies. There are surely some best-practice examples of those doing it now, but despite how quickly the environment is changing, it is taking a lot longer to make the transition.