That’s the bottom line here right? But in reality I mean I don’t think that there’s any specific social technology that shows promise. I think that what shows promise is building a collaborative enterprise. So if you actually approach social for its outcomes not for the novelty, I mean it’s cool to say that you have Facebook or Twitter or Google Plus or whatever. It’s cool to like you know trying to figure it out how you can leverage it for your business and all that. But the bottom line is like you know there’s really nothing there in these tools that are different than we were seeing before. It’s about how to leverage a new channel. So if you start with a right mind frame that social network is just another set of channels that you need to master and you do a good job of doing that then any of them will hold promise as soon as you can use some collaboration. It’s not about the technology, it’s not about social, and it’s about the outcome of it which is collaboration. As long as you keep focus on collaboration, the technology really becomes irrelevant at that point.
Interview conducted by Frédéric Gilbert.