
LOOKING TO THE FUTURE 183
Social technologies serve as a ‘‘marketplace’’ for the exchange
of information. In this market, the key medium of exchange is
knowledge, and the ‘‘wealthiest’’ traders are those organizations
that are using the knowledge to improve their products and
service offerings. Social technologies enable multiple simultane-
ous connections between groups of people, so that the potential
value of the network is not just n + n, but n
n
.
7
By capitalizing on
these connections and linkages in a virtual trading marketplace,
organizations can combine in multiple ways the various insights
provided by thought leaders.
•
Social media will facilitate ...