Like Euan, I seem to get told on a daily basis that the problem with social media is that you can't make money out of it and that twitter is little more than people telling other people what they had for lunch. I can understand a little scepticism, particularly from those who are not actively engaged in it (like many of the journalists who seem to write about it), but Euan goes on to make a great point about this:
"Every time someone is faced with a pompous response to a suggestion or idea they take one step back and become much less likely to ever offer their heartfelt thoughts again. Imagine the impact this has on the creativity and innovation that organisations depend on."
It's one thing accepting a degree of cynicism, but quite another accepting the not insignificant cost to business that can result from it. I agree with this TIME piece:- that the value being created by the communities that support, build on, and use such social tools continues to be inspirational: