Chris Bucchere, Jeff De Cagna and Chris Hopkinson give a seminar on the value of social tools in business. Made possible by powerful collaborative software applications and Web-enabled mobile devices, business today takes place in an increasingly social context, and associations must adapt to succeed in a changing environment. This era of social business creates huge opportunities for associations willing to capitalize on emerging technologies to create new forms of value for the future. In Part 1 (of 4), Jeff discusses the factors that shape our views of social technologies, the growing impact of these technologies on our society and offers a definition of social business.