But what has changed is the bull shit radar. It’s even harder to fly under that radar, because people have a choice to ignore you. A big budget doesn’t help anymore and the ones who really understand and relate to real people win.

There was a lot of talk about this years entries in Cyber category in Cannes that there were too much of campaign sites that weren’t actually designed for real people. Big flash sites that have no relation to the real Internet that real people use. So next time, let’s stop for a while and think about the people, because that’s what it’s all about.

If in the real world societies have rules to follow, based on their cultural heritage, makes sense the virtual world has them as well.

But we are talking about a virtual society which has thousands of cultures behind, whose behavior rules and ethos are totally different, sometimes even in opposition ones to others:

- In Latin cultures being transparent and open mean you´re vulnerable.
- Somewhere else pretending to be an authority is a must to be taken into account, the bluffer the better.
- The need of public recognition has lead to make Social Media a true “dialogue between deaf ones”
- Remember Japanese never accept when they made a mistake? They just shut up and shoot on their heads, problem solved.

I personally agree with all these principles, maybe generalizations are what concern my mind.
Everything social is complicated, because we humans are.

Let the reflexion continues…