Traditional media campaigns have a beginning and end. Social technology fuels conversation. One, five, ten or ten thousand people could all be stirring up and participating in conversations using social media tools. The conversation has a time dimension that just runs on and on. … this is why social tools adopt a river-of-news style. With such an activity stream, the conversation is endless.
A propos of the need for the JISC Institutional Innovation programme to develop a “benefits realisation community”, we need to build a social front end to http://inin.jisc-ssbr.net, displaying the Planet Inin feeds as a “river of news” and allowing comment on the site