So when your boss, client, teacher or mentor drops a project on your lap and asks you to "add social to it," where do you start? I'm thinking you start with the information architecture and in particular your conceptual models.

In speaking with you today, i want to encourage you to step back, beyond the celebration of technology as magic, and look at it through a new lens. Isn't there something magical about how fast the Internet went from a defense project to a key part of soci