“ The experience of helping companies reduce time to market got me thinking about the real value of social media. I think its real value is in reducing the time between the spark of an idea and the point at which someone initiates execution on that idea (assuming it is a good idea). The problem is that ‘process’ can’t really be applied to ideas and you can’t apply a workflow to make them more inspirational - they either are appealing or not to their audience. What social media does is to capture conversation and then make in persistent and transparent. It also allows ideas to be exposed to others through trusted connections - which matters when it comes to exposure.
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