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Is social media a fad? Or is it the biggest shift since the Industrial Revolution? Welcome to the World of Socialnomics

The experience of growing up online will profoundly shape the workplace expectations of “Generation F” – the Facebook Generation. At a minimum, they’ll expect the social environment of work to reflect the social context of the Web, rather than as is currently the case, a mid-20th-century Weberian bureaucracy.

It’s difficult to imagine a real conversation taking place between a company (with many employees) and its hundreds or thousands of customers. A conversation is something which normally involves direct communication, a certain level of intimacy and a fair amount of individual attention. With people expecting exactly that from their brand of choice, it’s obvious that both the nature of corporate communication and the way it’s engaged in has had to be re-considered by brands.