The more the internet evolves, the more it changes the way we do things. Think about it: In 1994, you had to make a phone call to get on the internet. Not 10 years later, the emergence of VOIP flipped the table. Today, even customers with “landlines” require an internet connection to make a phone call. It’s this kind of radical paradigm shift that anyone using the internet – particularly social media – needs to be aware of and ready to manage.