Some things in life are so obvious, we just can’t see them. And it shocks me how few people understand what the important part of ‘social media’ or ‘social networking’ actually is.

The exciting aspect of the boom in social technologies is not the technology at all, (Sorry geeks). It’s the ‘social’ part.

And the core rules of socialising online are the same as socialising face-to-face.

Pandering flattery offline can be easily detected, and only…