It's nice to feel satisfied twice in one day. Following ...TWL...'s post on a UK blogging slow-down, it's good to see Steve Rubel reinforcing the fact that what's important in the online social space is not so much the technology, but rather what society and culture are doing with that technology.
Amen to that. Understanding what society is doing with emerging technology and how it impacts on the way organisations function is something I have long held to be the most important thing in PR, which is after all... public relations... er, helping clients relate with the public?
As Steve remarks:
"The most interesting action is in sociology. In other words, how does technology change our culture and how we interact with media, the web and each other - and to what end? This was a major realization for me a few months back and you have probably noticed it in my writing, which is less channel focused. These days, I am far more interested in what people do with technology rather than on what the latest new "shiny object" is."
Sometimes it's all too easy to get caught up with new, shiny objects and it's certainly easier to blog about. But that's missing the real, added value of all this technology. It's a means to end, not the end in itself. Get me?