The contrast is interesting.
A technology company like IBM observing and considering social cautiously. A consumer brand like Cuisinart jumps into the deep end and gives social a gigantic hug.
Jim talks about digital citizenship, which is an elegant way to speak about this space in our lives. He also points out the importance of being aware of how your reputation is impacted. This is hard to comprehend if you're reading this post, some people are NOT in the digital social space. For a variety of reasons, they have opted out. Whether you're in the digital social space or not, it makes an impact on your reputation individually or as a person working for a brand of any size. Jim's message: take action to be aware of your reputation in the digital social space.
IBM considers "social" as a business tool to understand / observe commerce from a new perspective. Cuisinart takes on "social" as a new more personal way to engage their audiences with more depth, connectivity and personal attention.
Thank you Jim and Mary for giving us these book ends, now its our collective efforts to fill in the books on the shelf.