When last we left, we talked about how the social web thrives on unselfish communication. I touched a bit on the role of technology, and today I’d like to expand upon some thoughts.

When you hear the words social media what’s the 1st thing that comes to your mind? Twitter or Facebook? How about Blogs? These are tools. They are not social media.

But to many the social web means technology.

I don’t blame anyone for thinking this way. The Internet is a technological advancement that has provided this playground we are now part of. And being constantly bombarded with news about the latest tool, widget, etc., it’s not surprising that people tag technology with social media.

Perhaps this is why many fear the social web. Technology is a scary word. It means new and expensive. These words can spell death for a business or organization who is thinking of trying new things .

Social Media is not new and it doesn’t need to be expensive (though, it can take time when done right). The point is, forget about technology.

Don’t immediately focus your social media efforts on how Twitter can do X. 

First, take some time to understand the ethics and methodologies behind the social web. Learn how and why people are communicating the way they are online. Listen.

Build this solid foundation and you will begin to see how the social medianess and technology compliment each other. Then you’ll be in a stronger position to fully leverage the available tools that are available.