I was meeting with a very large Singapore-based company a couple of months ago; I was talking with them about an upcoming multi-million dollar project and how using social media could generate some buzz, anticipation and expectation around what they were doing. 

Basically getting the consumer engaged.  (I think we need a new word to replace ‘engaged' as we move into 2011, don't you? – any ideas?)

The CEO, a relatively young chap, is a great guy and someone who is very approachable and chatty.  Quite ‘with it' you might say – quite down to earth for someone presiding over such a large organisation.

But, throughout the meeting with him and about 20 of his staff, he kept talking about social media as some kind of creeping, terrible inevitability. 

It was like he'd been given some bad news and was trying to come to terms with it and come up with a coping strategy.

www.webintravel.com/blog/its-really-here-and-its-not-going-away-so-please-get-used-to-it_1459