I presented earlier today at the Case District VII and VIII conference in Las Vegas. One of the things that struck me as I was getting my notes together for this talk is how using the current/upcoming tools require that organizations staff themselves differently. For example, you can't really write an OpenSocial app without coding skills, and while programmers are easy to hire, writing a good app requires a connection between spotting a need and writing code that addresses it. One of the other differences between where we are now and where we were as recently as a year ago is that people are beginning to understand the value of leveraging their existing community, as opposed to building everything new from scratch. Perhaps online forays, like Kaplan's into MySpace, have been a suitable object lesson in how not to use the social web.