Let’s face it: The business world is changing. Rapidly. While the object of the game is still to drive revenue, the methods have changed. Instead of a monolithic one-way interaction, business is now being conducted through constant and meaningful two-way conversations between organizations and constituents—at every stage of organizational development. And it’s a good thing, too.

Not so long ago, the object of the game was to be cutthroat and dictatorial about business, and it helped if you could check your emotions and personality at the door. Deep down, did most of us really buy the old “nothing personal—it’s just business” line? Of course not. After all, building a thriving business is all about making lasting, personal, reliable connections inside and outside of your company. And these days, there’s no better way to do that than through social media—in essence, by building your company’s own social nation.

I know what I’m talking about. I’m the chairman and CEO of Mzinga, a company that provides social software to businesses. Quite literally, it's my job to be social media savvy. And I’m adamant that building your own social nation is increasingly necessary in the business world.

 …