socialmantraa is a digitally-native media platform created by a native of the physical (offline) world to give expression to a new social culture which is changing more and more of our physical world into a digital and virtual one. It began in April 2011 as a collaborative blog and then moved onward to share more bracingly-independent content as a personal blog. socialmantra is also a social media consultancy specialising in content management and building customer/influencer communities. It is led by Biswajit Dey from Kolkata (Calcutta), India. Biswajit’s work involves managing content, developing customer/influencer engagement models and social media strategies, integrating traditional and internet marketing practices. The earlier part of his career has been in sales, marketing, corporate training, advertising, DM/CRM and strategic planning. Twitter @socialmantraa and @busydey LinkedIn Profile: Biswajit Dey Biswajit’s personal blogs: playingwithmemories.wordpress.com and thechoice100.wordpress.com Email: socialmantraa@gmail.com