Social media are changing the world in which we work,        socialise and govern, and in many different ways. From      Twitter to eBay, Facebook to YouTube, new tools are emerging every year that place the connecting power of the internet in the hands of every one of us. Marketing and sales teams are discovering lucrative new channels; staff andemployers are experiencing a change in their relationships; the news and public accountability are swifter and more challenging; and the power of individuals to spread messages is now significant enough that no company or government can ignore it.