The vast majority of those with whom we work, live and play are probably more digital immigrants than digital natives. Yet 2007 marks the first time that 16 year olds entering the work place will have been brought up their entire life with the world-wide-web.

What opportunities lie in store for business, government and those who choose to create their own 'global microbrand'? The scope for new practices and expertise is there, but without an effort to understand the social web of today's teens, organisations stand to miss out on some significant opportunities.