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 3 (of 4), Chris Hopkinson discusses new mobile technology from DubMeNow and how it can be best used by associations to increase member networking and retention.