We like to “label” things.
From Web 2.0, to “social media”, to Wikinomics etc… to coining a phrase like “net neutrality”.
All of those labels refer to important stuff of course, but you can call them whatever you want, they’re tools…and business is so much bigger than that.
It (business) isn’t about Twitter, Facebook, Google Adwords, Internet Marketing, etc… as those are just tools with which to conduct business.
Business is, and always will be about people…period.
The bottom line here is without people, you don’t have a business. Even if you’re in the B2B arena, you or your company still deals with people. There is a customer for every business.
So, since people are the reason your business exists, does it make much sense to cram one-way communication down the throat of your customer base?
The future of business will be dictated by how well companies can interact with, have conversations with, and engage the people which support the type of business any company is in.
It isn’t about labels, it’s about people.