I remember when social was “hot”. Fifteen years ago, we were talking about Web 2.0, the Participative or the Social Web. The internet was transmogrifying from a rather static information “showcase” into a chatty ecosystem of thoughts, ideas and a whole lot of opinions. We were excited, overwhelmed and had no idea how Big this was going to be. Today, nobody bats an eyelash at ‘Social’ anymore. If anything, it has become a redundant word, just as happened with the word ‘digital’. ‘Social’ became the equivalent of a washed up fortysomething wearing tragically tight skinny jeans; a person who “used to be something” but ended up becoming a manipulative narcissistic liar.
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