It is not only about having an opinion on issues,but about actually helping people…You have to be able to act quickly and transparent…In terms where organizations are moving with social media: Lets do something social and viral…It is actually far more complex than just marketing but it is more like changing businesses and involve them into a dialogue with their customers. It is an opportunity to listen. Social affects marketing, crisis management, pr, hr, it affects everything inside and outside businesses… Value is very difficult for organizations to do…It is not about technology, it is about people.