Sandeep has an interesting take on this one - The new interactive mechanisms for many social sites may be backed by artificial intelligence. This will bring spice to the entire model. For instance, your social network or online group will show itself to be angry, happy, sad, etc., all on its own, as a result of its members’ input. These small and unique interactive developments will engage the users to a great extent.

The trick is to go beyond feel good CSR tactics and tie this into your mission and maybe even your business model if possible.

You're talking to human beings one-to-one -- be honest and transparent, succinct and accurate and personalise all your messages accordingly.

Recent changes in law on unfair advertising practices have torn up the thoughtless spammers' charter that eroded trust and confidence in conversation in a social media setting.It has been replaced with the only viable long-term communication of targeted, respectful, considered and relevant engagement and conversation. 

The biggest benefits are in terms of increasing engagement and dialogue with the target audience. Look at Dell's 'Idea Storm' campaign for word of mouth's potential to revolutionise brand perception. Perceptions of Dell were successfully shifted from disengaged, remote and in danger of becoming irrelevant (before the campaign) to visionary, engaged, open and forward looking (after).

The following is a summary version of a forthcoming article in Archaeology Ireland. The full text will be posted after publication of the article. The majority of Irish field monuments are defined by their names - a standing stone is a standing stone and a ringfort is a ringfort - but not so the fulacht fiadh, characterised by its horseshoe-shaped mound and associated trough.