Humanize: How People-Centric Organizations Succeed in a Social World

2. We Can’t Go Back

“When we change the way we communicate, we change society.”

—Clay Shirky, Here Comes Everybody: The Power of Organizing Without Organizations

If you are reading this book, you already know that social media is not a fad. You are already aware that the impact social media is having on business is deep and pervasive. You have probably read some of the seminal books that explain why the rise of social media has created such a fundamental disruption in the way we traditionally communicate, and therefore in the way we do business—books like Charlene Li and Josh Bernoff’s Groundswell, Clay Shirky’s Here Comes Everybody, and Don Tapscott and Anthony D. Williams’ Wikinomics. And you picked up this book because you realize that the ...