I would peg the moment at about April 1996. This was the collective point in time when companies large and small began chanting, “We have to be on the Web!” The interesting thing is, at the time many of these companies had no idea what their specific strategy for going online was beyond “everyone else is doing it.” Fast forward 13 years. The mantra has changed to: “We have to be on Facebook and Twitter!”, but the strategy underpinning the ...