I’ve had the same theory about a new generation of “digital natives” for years now — that they would have this innate sense of how to move folks online. I have to say that in my observations of the fine young folk at my former agency, the theory doesn’t hold — not so far anyway. They search the web, they post updates on Facebook, they text, they follow what they follow, they do what they do… But it’s a special minority who’ve thought at all about how it works, and an even smaller minority who make the leap from socializing online to building social networks that help brands (let alone sales).

We can hope… but better to try and stay ahead of ‘em!