When working with companies people often argue that I must be 'techy' to understand all this 'stuff' - and that as they aren't, then they cannot get the best out of the social web.
But for me...social media has never been and never will be about technology. The technology is an enabler, technology is a material used in how we communicate.
The web is like the book cover...the binding of pages...which transport your story from your mind to someone else's imagination.
"To make art with technology, one does not use it as a tool; one must understand it as a material. Technology is not always a tool, an engineering substrate; it can be something to mould, to shape, to sculpt with."
Now why that is important is that it changes how you think about social media.
As a material, social media is something that you can make something out of...
As a material, social media is not the end in itelf
As a material, you can choose which styles, which patterns etc
Imagine you had a material which could make something so rich, so beautiful people across the world would want to touch it, feel it, engage with it?
Well you have...that material is the social web!