I loved this graphic, picked up on Twitter. (Click to enlarge) Not sure who Bozarth is, but it’s a clever comparison of social media to the original electric social medium, the telephone.

A few observations, picked up from our years of discussing innovative technologies and new social trends with leaders:

• When people say “It can’t be done,” they usually mean, “We can’t control what will be done with it.” Control, or more accurately the perception of control, is considered FAR more important than creating the forward motion of innovation. Control is almost always the most important value in a large bureaucracy,  more important than revenue generation and even profit.

• Most new communication technologies are tested out informally before they become official way of doing “work,” and thus are usually classified as “fooling around, wasting time.” Consider that back in 1996, in the days before Competitive Futures, while using the Internet to research competitors for my then-CEO, I was taken aside by a junior manager who accused me of “playing video games at work.” The video game in question, incidentally, was the EDGAR database of the Securities and Exchange Commission.

• Most every generation underestimates the tech savvy of the generation succeeding it, while simultaneously overestimating the complexity of the next generation of technology. Back in 2000, we did a landmark study of the future of information technology for the construction industry in which we predicted the increased use of cell phones, laptops, GPS, and electronic building plans. Many of the older executives rejected the notion that “construction guys” would be using “the Internet and computers” by 2010. Two assumptions here were faulty: that computer skills were the dominion of the educated, and that “computer” meant “giant, clunky desktop” instead of a smart phone or Toughbook. Today, even the poor kids have Playstation and cell phones, and intrinsically understand electronic menus and text messaging. The generation is more tech savvy, and the tech is simpler.

• The argument of late technology adopters is usually predicated on the idea that they have a CHOICE as to whether the new technology impacts their business. If history is any guide, you can either adopt major technology shifts or wait to see what your competitors will do with the technology. If this is still a question in your mind, why don’t you ask the music industry what it’s like to deny the inevitable.

As such, Competitive Futures is bullish on the long-term impact of social media. It seems inevitable for a host of technological and sociological reasons.  Pause for a moment to consider its impact on your customers and your internal management.