- Read Time: 5 min
If a teenage girl retweets you in Japan, will your video go viral in Brazil? Social business expert Jerry Kane argues that it might — because social media is a complex system, where small or seemingly unimportant factors can converge to produce large or unexpected effects. The challenge for managers in the social arena is to think in these terms instead of the linear “X means Y” thought processes they may be accustomed to using. Kane explains 4 characteristics of social media that can affect outcomes, and what managers should expect from them.