2. The New Social Norms

“People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. [This is a] social norm that has evolved over time.”

—Mark Zuckerberg

The social Web is drastically changing how we communicate. Social norms are being invented about what, how frequently, and with whom we share even the smallest details of our lives. This, in turn, is having a tremendous impact on our sociology—including our expectations, behavior, and relationships, both with one another and with organizations and brands.

The pace at which social networking sites are growing and the fact that one in three American adults uses Facebook mean that these changes are rippling through society ...

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