Facebook, Twitter, LinkedIn - all these social media 'tools' shrink the world. Six degrees of separation quickly become 2 with an accepted Facebook friend request. Large corporations use them to break down the walls between their high-rise offices and the folks using their products or services. You'll be hard pressed to find a social space void of Starbucks, Ford, Target, etc.

Smart small to medium size companies are now working to understand it all AND make their way into this inter-connected landscape.

But there's resistance. Things you don't understand. Lingo you can't wrap your brain around. Concepts which simply feel silly. Long term benefits you can't see.

It's like history repeating. The phone, computer and internet were once derided as time wasters, distractions and fads. Well - two out of three ain't bad.

Do any of these describe you?

• You didn't need a computer in your house.
• You thought one cell phone would do for the entire family.
• You saw no purpose for Facebook until you found 250 friends and family members to endlessly jaw back and forth with.

If so, maybe you're a late adopter. Nothing wrong with that - for your personal life.

For your business - it's time to figure out how this shrinking world can work FOR you.