The wisdom of the crowds, participation, co-creation, engagement, empowerment, collaboration… The literature and ‘collective wisdom’ regarding social business is filled with statements on how important all these expensive words are today.
So, is social business a fad, a mission impossible, given human nature? It’s not, as long as we know what is possible and what is not. More importantly, it’s key to know the purposes of all stakeholders in any project whereby collaboration is necessary, the micro-level included. Collaboration is most certainly not always a question of mass as is sometimes advocated. When looking at many domains where social business is used, you’ll notice that in practice collaboration is often key.
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