This excellent video has been making the rounds. In it, Clay Shirky tells a few quick stories about how digital technology has changed our world.
It inspired me to put together this little diagram outlining the three main modes of digital collaboration outlined in Shirky's fantastic book, Here Comes Everybody. In order of difficulty, they are: Sharing, Cooperation, and Collective Action.
In the next year we're going to see brands start to think about these challenges. "We've earned hundreds of thousands of Facebook fans, and tens of thousands of Twitter followers, what now?"
Once you've brought people together around a shared interest, how can you help them to take action? Or as Henry Jenkins likes to say, you need to both bring people together and give them something to do.