About a decade ago, many companies in the UK pushed their customer service centres offshore to new call centres located far away - often in India or the Philippines. The aim was to save money because the captains of industry bought into the idea that distance was dead - work in call centres can be performed anywhere by anyone.
My colleagues often ask why I use Twitter so often. There is a belief amongst those who do not really use it that everyone is just broadcasting the details of their breakfast, or which train they are waiting for. This is a misconception.
If a CEO has his position and company name featured on his Twitter profile and Monday to Friday the account features mainly corporate news and comment, then he gets drunk on a Saturday and starts tweeting sexist jokes it is almost impossible to imagine that the 'this is only my personal view' defence would stand.
I would like to draw your attention to something that I find really interesting about the London Olympic games - that it will be the first time there is a truly social online Olympic event, there is even an online hub connecting fans with athletes.