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When I wrote 'The World Is Flat,' I said the world is flat. Yeah, we're all connected. Facebook didn't exist; Twitter was a sound; the cloud was in the sky; 4G was a parking place; LinkedIn was a prison; applications were what you sent to college; and Skype, for most people, was a typo.
The viral power of online media has proven how fast creative ideas can be spread and adopted, using tools like cellphones, digital cameras, micro-credit, mobile banking, Facebook, and Twitter. A perfect example? The way the Green Movement in Iran caught fire thanks to social media.
On engagement, we're already seeing that mobile users are more likely to be daily active users than desktop users. They're more likely to use Facebook six or seven days of the week.
Now we're e-mailing and tweeting and texting so much, a phone call comes as a fresh surprise. I get text messages on my cell phone all day long, and it warbles to alert me that someone has sent me a message on Facebook or a reply or direct message on Twitter, but it rarely ever rings.
Think about what people are doing on Facebook today. They're keeping up with their friends and family, but they're also building an image and identity for themselves, which in a sense is their brand. They're connecting with the audience that they want to connect to. It's almost a disadvantage if you're not on it now.