We are here at the dawn of the social web. The game-changing technologies on the internet at the moment are the ones that let us comment on the world in as many ways as we can think of: from broadcasting our moment-to-moment status, location, or opinion to commenting and tagging not just every digital conversation and content, but the real world as well. In 2010, this is new but it's also such a natural extension of our human behavior that soon enough it's going to feel like this is what the internet was always meant for.
The transformation we are going through at the moment in technology is moving from the interactive version of "old media" - publishing, television, and so on - to a digital version of our behavior out there in the real world. We are also bringing the internet out of the house. It already seems antiquated to log on to the internet or to find your way to a computer to access the web. We've always got it with us, and because we have access to everything and everyone all the time, in many ways we don't even realize we are online anymore. Big companies, brands - our clients - now have to figure out how to behave in a time when, just like all of their customers, their every move is observed and broadcasted, accepted or rejected. That's branding in real time on the social web. It's totally freaking everyone out right now, which is actually pretty awesome because transformational panic usually leads to great things.