CHAPTER 3 THE MEDIUM IS NO LONGER THE MESSAGE

　　如果哪一天企业能够从最初的固执型转变为预测型，企业也不能就此止步，数字达尔文学说中的进化论的精髓在于有能力迎接变革，所以企业不息，进化不止。我们要了解上述不同类型企业的特征，作为自身改进的参照物，而你的企业最终究竟转型为哪种类型则是由客户及其体验所决定，并由客户关系的强弱及市场结果来衡量。

　　你下一步的目标在于明确目前所处的位置，看清未来的发展方向，做出3年、5年乃至10年的规划。你的目标必须与塑造消费者体验相一致。当目标清晰之后，企业就会专注而信心十足。你必须说服企业的关键人士，告诉他们为什么需要转型及企业的价值所在。要记住，你，就是企业变革、转型和构建未来体系架构的催化剂。

　　尾注

　　CHAPTER 1 A QUIET RIOT:THE INFORMATION DIVIDE AND THE CULTURAL REVOLUTION

　　1.Emily Post,Table Manners for Kids(New York:HarperCollins,2009).

　　2.Bruce Feiler,"Should You Google at Dinner?"New York Times,December 10,2010.

　　3.AVG Technologies press release,"Digital Birth:Welcome to the Online World,"October 6,2010.

　　4.Laura Zimmer-Tamakoshi and Brian Cross,www.theanthropologist inthefield.com/(1996).

　　CHAPTER 2 YOUTHQUAKE:MILLENNIALS SHAKE UP THE DIGITAL LIFESTYLE

　　1.Melissa S.Bristow,"Make Way for Generation Y,"Kiplinger,December 28,2010.

　　2.Edelman Digital,"Why Millennials Matter to Every Brand,"www.edelman digital.com/2011/02/14/why-millennials-matter-to-every-brand/ (Febru-ary 14,2011).

　　3.CIA World Factbook,https://www.cia.gov/library/publications/the-world-factbook/fields/2177.html(accessed January 20,2011).

　　4.Alex Abraham,"Why Millennials Matter to Every Brand,"Consumer Action-ism,Edelman Consumer Marketing Intelligence,February 1,2011.

　　5.Joshua Norman,"Boomers Joining Social Media at Record Rate,"CBS News,November 16,2010.

　　6.Brian Solis Blog,"The Social Media Manifesto,"www.briansolis.com/2007/06/(June11,2007).

　　CHAPTER 3 THE MEDIUM IS NO LONGER THE MESSAGE

　　1.Nielsen Wire Blog,"What Americans Do Online:Social Mediaand Games Dominate Activity,"http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-media-and-games-dominate-activity/(August 2,2010).

　　2.Experian Hitwise press release,"Facebook Wasthe Top Search Term in 2010 for Second Straight Year,"December 29,2010.

　　3.Facebook Press Room (accessed January 30,2011).

　　4.Jeffrey Van Camp,"Facebooks U.S.Traffic Has Grown 55 Percent since 2009,"Digital Trends,November 19,2010.

　　5.The Face book Blog,"Democracy in the UK:Results of the Social Media Elec-tion,"www.facebook.com/blog.php?post=387348402130(May 5,2010).

　　6.Democracy of UK on Facebook,"A Snapshot of Facebook in 2010,"Deccmber 31,2010.

　　CHAPTER 4 THE ATTENTION DEFICIT CRISES AND INFORMATION SCARCITY

　　1."Moms on Facebook,"Saturday Night Live(s.36;ep.3),www.hulu.com/watch/184577/saturday-night-live-moms-on-facebook.

　　2.Paige Chapman,"Social Networking CanBring Students Stress as Well as Connection,Survey Finds,"The Chronicle of Higher Education,October 7,2010.

　　3.AP-mtvU,Technology and Mental Health poll,October 2010.

　　4.Alan Fram and Tbevor Tompson."AP-mtvU Poll:High Tech Tools Connect College Students but Also Bring Stress,Vulnerability,"Chicago Tribune,October 7,2010.

　　5.Jon Hurdle,"Social Media Can Rule Your Life,College Finds,"Reufers Life！September 21,2010.

　　6.Retrevo Blog,"Preserve Your Facebook Privacy, PostCautiously,"www.retrevo.com/content/node/1371(May13,2010).

　　7.Matt Richtel,"Growing Up Digital,Wired for Distraction,"New York Times,November 21,2010.

　　8.Caroline McCarthy,"Survey:Over Half of U.S.Workplaces Block Social Networks,"CNET.com,October 6,2009.

　　9.Nucleus Research,"Facebook:Measuring the Cost to Business of Social Notworking,"July 2009.

　　10.Brendan I.Koerner,"How Twitter and Facebook Make Us More Produc-tive,"Wired,February 22,2010.

　　11.Thomas B.Ward,Ronald A.Finke,and Steven M.Smith,Creativity and the Mind:Discovering the Genius Within(New York:Basic Books,2002).

　　12."Facebook,Twitter Doesnt Kill Producti