If I owned or managed a business, I would try very hard to ensure all of my new hires were digital citizens. Digital citizens "get" the web and its new relational technologies and techniques because they actually use them. They blog, tweet, bookmark, and connect on Facebook and LinkedIn. They speak the native digital tongue because they are immersed in the flow of these new relational processes.
Digital tourists, on the other hand, speak with an accent. They have passed through, taken pretty pictures, and have a few fun stories to tell, but they have no idea how the natives live and eat on a daily basis.
Digital dummies have never even applied for a passport. They behave as if the radical changes enabled by these new web technologies will never matter to them.
Business is becoming increasingly social and relational. All across the value chain, social media technologies are providing more effective ways to relate to customers, employees, and suppliers.
People are going to be talking about you and your business online, so you better get used to it. If you are smart, you will be listening, responding, and learning. And if you are really smart, you will enable everyone in your organization to be a digital ambassador for your company.
Hire digital citizens. Be a remarkable leader and give them something positive to say about you, your products, and services as they interact and spread their influence with others online. Encourage them to engage in social media and provide systems to take what they hear and use it to improve or even change what you do. Impressed and connected employees, customers, and suppliers are gold to your business.
This is a tremendous opportunity. Don't miss it.