Paul you are spot on with this. We have been involved in numerous discussions on this topic with several businesses. Because it happens on the web, the mentality is well “let the web people handle this” or “this is too much work who can we outsource this to?”

This displays a fundamental lack of understanding as to what this new communication shift is all about and how it impacts a btrand. As these tools dramatically change the relationship the business has with clients and potential clients the concept of outsourcing this does not make business sense at all.