Anyone who remembers all the hype around e-commerce and websites back in the day will recognise the latest flight to Web 2.0 and connected connectivity. And anyone who remembers that will also recall that, by and large, it all ended in tears.

Fast-forward past the dotcom bomb to 2009, where we find ourselves with yet another technology (or three) that’s destined to take over the world. (Welcome Web 2.0. I hear 3.0 is already in the wings.) The technology hypsters are back on their horses – new hypsters, old horses? – trying to convince every corporate and its branch office that you just have to have a blog, a Facebook and Twitter account, and possibly a LinkedIn profile for each of your executives. What has this to do with CRM, you ask?