This brief piece from Ted Rubin offers a helpful corrective to the continuing marginalization of social. Why do so many execs find it so hard to think of the future, when they did MBAs that took them through NPVs and projected free cash flows and such efforts directed entirely to the value that the future will serve up?

OK, rhetorical question. But here’s a real one. Take your company. Multiply the amount of “social” by, say, 100. Then start to look at the implications. Scaling has the effect of changing the situation far beyond its scale. And that’s where we are headed.

Social Media Value = Thinking Beyond the Campaign | Smarter Commerce.