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IN early 2009, statisticians inside the Googleplex here embarked on a plan code-named Project Oxygen. Their mission was to devise something far more important to the future of Google Inc. than its next search algorithm or app. They wanted to build better bosses.

The Grocer recently published its Top 100 advertisers report and showed that Coca-Cola cut ad spend by 6.6% in 2010 and invested more in social media. A spokeswoman at Coca-Cola said that while TV is still an important medium from promoting their brands,"many of our recent advertising campaigns and promotions have also utilised online facilities such as Facebook and YouTube more". With the launch of Coke Zone, a social media oriented site which offers Coke drinkers access to exclusive content and rewards, Coca-Cola has clearly realised the value of integrating offline and online marketing.

When it comes to basic computer applications, even members of the millennial generation may not know as much as they think they do. A study by North Carolina Central University found that most students overestimated their skill levels when they were asked how they perceived their ability to complete certain tasks and then tested on those tasks. Researchers surveyed 171 undergraduates, the majority of whom believed they had either an average or high skill level in Microsoft Word, PowerPoint, and Excel. The students were then tested on three different skill levels - basic, moderate, and advanced - in each of those applications. Students correctly perceived their skill level only in PowerPoint, the study said, with 81 percent of students who thought they had at least an average skill level actually performing that way.

Research being carried out at Carlos III University of Madrid analyzes the key factors in climate change and the risks to public policies that it implies. This study approaches the issue from the perspective of Sociology, Economics and Law.

The Army has a well-established history of using television commercials to reach possible recruits. The Times quotes the simply impossibly named Lt. Gen. Benjamin C. Freakley on the motivation for the new direction in recruiting. "We're working hard to increase our social media. We fully recognize that young people TiVo over commercials or are multitasking on their smartphones when the commercials come on...We have to reach out in forms like we're discussing to get them to want to know more, to join us in social media and extend the dialog." The branding message remains consistent, if not terribly clear to me: "Army Strong." It plays out across a number of properties, including a website, Army Strong Stories, and a Go Army Facebook page (complete with exclusive X-Men movie footage).

After years of leaving photos and videos to third-party services like Twitpic and Yfrog, Twitter has finally launched its own version. "A native photosharing experience will be rolled out to 100% of users over the next couple of weeks," Twitter CEO Dick Costolo told the D9 Conference. The service means that photos and videos will be directly connected to tweets. They will be viewable on Twitter.com without having to leave the site. Twitter will also "surface the most popular videos and tweets" in a new section of the homepage, Costolo said.

U.S. Commerce Secretary Gary Locke today announced the launch of a new government initiative aimed at promoting digital literacy resources and collaboration. The federal Digital Literacy Initiative represents a major advance toward implementing the Knight Commission's recommendations for enhancing the information capacity of individuals through new collaborations, public policies and investments in technology. The centerpiece of the initiative is the DigitalLiteracy.gov portal, an online hub for librarians, educators, and other digital literacy practitioners to share content and best practices. It recognizes that Americans cannot compete globally without the skills and understanding to use technology and information effectively.

Instant access to information has change the world. In the early days of the Internet, people buzzed about the "Information Superhighway." Thinking back to the early 1990s and the first iterations of America Online and Netscape, everything seems so...quaint. In the mid-1990s, it took two minutes or more for a modem to make a connection and boot the World Wide Web for your "surfing" pleasure. Two minutes is an eternity in today's Internet and communications landscape. The ability to send messages and find information in real-time has certainly changed the way we work and live.

What superficially looks like shifts in the technological capabilities are really transformations in how businesses organize and execute. The fifth shift in this case-after the mainframe, the departmental computer, the PC, and the Internet-I will reiterate is social business. I would say what it has changed is the base nature of how humans interact with each other. These other technologies are certainly fantastic innovations that will accelerate how we get or deliver messages. But consider this: having common languages across cultures certainly accelerated how we communicated with each other, but as we can still see, the real trick is the ability to convey meaning.

We chose to highlight six drivers-big, disruptive shifts that are likely to reshape the landscape for organizations and workers. Although each driver is in itself important when thinking about the future, it is the confluence of several drivers working together that produces true disruptions. We then identified ten skills that we believe will be vital for success in the workforce: Sense-making: ability to determine the deeper meaning or significance of what is being expressed Social intelligence: ability to connect to others in a deep and direct way, to sense and stimulate reactions and desired interactions Novel and adaptive thinking: proficiency at thinking and coming up with solutions and responses beyond that which is rote or rule-based Cross -cultural competency: ability to operate in different cultural settings Computational thinking: ability to translate vast amounts of data into abstract concepts and to understand data-based reasoning New media literacy: ability to critically assess and develop content that uses new media forms, and to leverage these media for persuasive communication Transdisciplinarity: literacy in and ability to understand concepts across multiple disciplines Design mindset: ability to represent and develop tasks and work processes for desired outcomes Cognitive load management: ability to discriminate and filter information for importance, and to understand how to maximize cognitive functioning using a variety of tools and techniques Virtual collaboration: ability to work productively, drive engagement, and demonstrate presence as a member of a virtual team

Social media provides companies with new opportunities for customer service, research and marketing (within reason of course), but most respondents to a survey of C-level executive conducted by Harris Interactive for Capgemini aren't yet sure how to harness social media. The results are part of Capgemini's Executive Outsourcing Survey, and follows the firm's launch of its social media management service. Harris surveyed 302 senior executives at Fortune 1000 companies. More than half say that social media is a part of their company's customer care operations, but 64% of those said that the marketing department is solely responsible for social media marketing. Most (74%) executives in the study were simply unsure how many employees are dedicated to customer care via the social Web.

In 2006, sociologists from the University of Arizona and Duke University sent out another distress signal-a study titled "Social Isolation in America." In comparing the 1985 and 2004 responses to the General Social Survey, used to assess attitudes in the United States, they found that the average American's support system-or the people he or she discussed important matters with-had shrunk by one-third and consisted primarily of family. This time, the Internet and cellphones were allegedly to blame. Keith Hampton, a sociologist at the University of Pennsylvania, is starting to poke holes in this theory that technology has weakened our relationships. Partnered with the Pew Research Center's Internet & American Life Project, he turned his gaze, most recently, to users of social networking sites like Facebook, Twitter and LinkedIn. "There has been a great deal of speculation about the impact of social networking site use on people's social lives, and much of it has centered on the possibility that these sites are hurting users' relationships and pushing them away from participating in the world," Hampton said in a recent press release. He surveyed 2,255 American adults this past fall and published his results in a study last month. "We've found the exact opposite-that people who use sites like Facebook actually have more close relationships and are more likely to be involved in civic and political activities."

Believe it or not, one thing that predicts how well a CEO's company performs is the width of his face. CEOs with wider faces, like Herb Kelleher, the former CEO of Southwest Airlines, have better-performing companies than CEOs like Dick Fuld, the long-faced final CEO of Lehman Brothers. That's the conclusion of a new study which will be published in an upcoming issue of Psychological Science, a journal of the Association for Psychological Science.

The assumption that human beings are inherently selfish-interested in the greater good only when it serves their own interests-has long-influenced capitalism's most prominent thinkers (Adam Smith, Alan Greenspan, Gordon Gekko) and served as a litmus test for modern America's so-called political realists. Employees are best motivated with bags of carrots and a big stick. Without law there is no order, and without the threat of punishment there is no law. We're all out for number one. Greed is good. Dogs eat dogs. Just turn on the news anytime of the day or night. The anecdotal evidence is overwhelming. A compelling counter-narrative is emerging, however. In the latest issue of Harvard Business Review, Yochai Benkler points to "recent research in evolutionary biology, psychology, sociology, political science, and experimental economics [that suggests] people behave far less selfishly than most assume." "Evolutionary biologists and psychologists have even found neural and, possibly, genetic evidence of a human predisposition to cooperate," he writes.

According to an article that appeared in the Tennessean, two members of the Perry County Vikings - brothers Rodney and Ryan Belasic - were ruled ineligible by the Tennessee Secondary School Athletic Association because of residency issues. The reason questions about where the two brothers' eligibility came about from Facebook posts made by their mother. To play football for a county high school in Tennessee, the entire family must reside within the county lines, and thanks to complaints about the brothers not cleaning their room while visiting their mother in Henry County, something she complained about on Facebook. This, naturally, caught the eye of interested parties, opening the door for the TSSAA's eligibility investigation. It was believed that entire family had moved counties, but the mother's Facebook chatter revealed that wasn't the case

Does your company have a strategy? Freek Vermeulen doubts it. And he posits the five main reasons why, too often, a firm's strategy is nothing more than a pipe dream.

It really amazes me. We are still predicting failure/success, trying to figure out exactly what Enterprise 2.0 is. Why? Not because I know the answer, but because our expectations are off. It's like trying to predict the winner of the ball game at the end of the 1st inning.

Much has been written about employee motivation and retention. It's written by folks who actively use words like motivation and retention and generally don't have a clue about the daily necessity of keeping your team professionally content because they've either never done the work or have forgotten how it's done. These are the people who show up when your single best engineer casually and unexpectedly announces, "I'm quitting. I'm joining my good friend to found a start-up. This is my two weeks' notice." You call on the motivation and retention police because you believe they can perform the legendary "diving save". Whether it's HR or a well-intentioned manager with a distinguished title, these people scurry impressively. Meetings that go long into the evening are instantly scheduled with the disenfranchised employee. It's an impressive show of force, and it sometimes works, but even if they stay, the damage has been done. They've quit, and when someone quits they are effectively saying, "I no longer believe in this company". What's worse is that what they were originally thinking was, "I'm bored". Boredom is easier to fix than an absence of belief.

For most people I meet, the phrase "social media" evokes post-2004 web technologies: Facebook, Flickr, Twitter, Foursquare, … (The phrase came into widespread use around this time.) But since its earliest days, the internet has been a very social place.