Education needs to be revolutionised. But we haven't got long to make that revolution happen before we start to harm the prospects of young people everywhere.
This is a sphere of thinking, which too many companies still completely ignore, when putting together their communications strategy. Maybe, this is because it is beyond the lexicon of traditional marketing. However, in a digital, web enabled world, it is probably the single biggest aspect to contemplate.
Something I kept coming across in my research was the at-first-surprising notion that many young people don't consider cyber-bullying to be bullying. They know what bullying is - or rather, they know what some bullying activities are - and they know that stuff can happen online, but they don't always see that as bullying. Why?
It's a vast data-surfing canoe that we're all sharing, and I certainly do not claim to be sitting on the shoreline. As frequent and active users of social networking sites, we're all constantly rowing through page upon page of needless information.
If we intentionally post something online in order to receive 'likes' or approval from others and the feedback we receive is not as expected, this can gradually erode our self-esteem. This can be overcome by posting only comments or photos that come from a desire to share or express ourselves, rather than to gain approval.
It's one of those things that gets annoying, when you're a teacher: when the Back To School posters appear in the shops before the Summer Term has eve...
So, here's a thought: without the trolls, the internet wouldn't be worth having. No doubt you've heard by now that anonymous commenters who are destroying the web, vicious trolls who are gleefully trampling on the virtual communities that other people have calmly and carefully built from the electronic ground up. And that's where I'd say we have it all wrong. The internet doesn't simply encourage trolls, it thrives precisely because of them.
How can you convince people to listen to your music if you don't have any way to communicate with them? How can you put across the actual music without finding a way of playing it to them? How can you expect people to spend money on you when they have no idea what they're paying for?
The landscape of business has changed immensely from even five years ago. There is now less excuses for somebody not getting back to you short of them being ill or on an airplane. Actually with the new wireless networks that are complimentary now on many airlines gives no excuses.
When will second screen technology be accepted by the masses? A niche audience have had their hands on it for some time and brands, marketers and content producers are urging it to kick on from its initial stumbles and leap over Moore's chasm, from early adoption to mass consumption.
Today's digital workers want information at their fingertips 24/7. Not only this, but they want the opportunity to use their own gadgets for work purposes. The benefits are twofold: employees can utilise that dead time commuting and travelling to and from meetings and employers can maximise the productivity of their staff.
Social media is a way to highlight one's differentiated positioning. It's useful in increasing global awareness and visibility by attracting web visitors, and by sharing ideas and opinions that viewers can confirm. I believe there's real power in social media.
In the last month three male friends have told me not to tag them on facebook. Faced with the prospect of deletion, and guilted by the new-found knowledge that I threaten a fragile relationship with their girlfriend, or their ex, it shines the spotlight on something utterly fascinating: facebook, the network that everybody loves to hate, presents us with a stellar opportunity for personal growth.
It turns out that SnapChat is like Instagram for your genitals. I began asking people if they used SnapChat and, if they did, what kind of pictures they received. Almost everyone I asked was extremely matter-of-fact with their answer. "Willys," they'd say.
Story-telling lets us break down one of the other big misconceptions about aid, that it's colonial, a white man's hero mission. In every Save the Children programme that I've visited at least 90% of the staff are from that country and are passionate about what needs to happen to improve life for their fellow citizens.
The Guardian has reported that, in the last two months alone, Facebook has lost over nine million users in the US and more than two million users in the UK. These are shocking statistics, especially for a company that as recently as six months ago, seemed to be heading to a point where its tentacles would reach every user with internet access, and stay there.