it's about whether it matters.
Social is significance. The real promise of social tools is societal, not just relational; is significance, not just attention. You've got to get the first right before you tackle the second — and that means not just investing in "gamification," a Twitter account, or a Facebook group. It means thinking more carefully how to utilize those tools to get a tiny bit (or a heckuva lot) more significant, and starting to mean something in enduring terms. The deepest test of a 21st century business isn't just whether it glitters, but whether it can create thick value, that endures, benefits, and multiplies: whether it matters.