It's the end of the world as we know it...

I don't think people understand what's currently happening to us, to human interaction, to our current idea of society. It's very easy, and perhaps all a little too comfortable to percieve the changes happening within the online world, the world of so-called "Social Networking" and the mobile world, to be nothing more than a fad, a new distraction. Which means too few people realise that we're undergoing a fundamental shift, a transformation, a step change in the way our society manages itself.

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Social Media with personality

​So what's one of the the biggest challenges facing social media over the next few years?

I think it's all about personas.

We all have multiple personas, we wear different hats, some more than others, but everyone amends their behaviour when in different groups of people, out of familiarity, respect, or necessity.

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