This is from wayyyyyyyy back in August ‘09, but still hits the mark on what I consider to be the most inspiring principle of social strategy (versus social media).

Kay continues:

There’s two types of ideas in the world – social ideas and anti-social ideas. And it’s plain to me that those ideas that contribute positively to culture are the ones that are going to help build business.

Making it participatory also makes it generative. Rally the troops!

Kay: Social Ideas not Social Media - PSFK