Abstract: An assembly of technologies referred to as Social Computing (SC) is driving a dramatic evolution of the Web, matching the dot.com era in growth, excitement and investment. The power of SC to disrupt the traditional approach is one of several changes in several organizations. SC facilitates new ways of working, learning and collaboration, which are alien to more conventional practices but which have strategic potential if they are effectively managed. SC promise is that technology will fit more naturally into our lives because it will adapt more readily to our locations, preferences, and schedules. It is suggested that SC should be a priority for researchers and business leaders and illustrates the fundamental shifts in communication, computing, collaboration and even commerce. It is easy to dismiss SC as "just another technology fad" - a fashion that is taken up with a great enthusiasm for a brief period of time and then disappears - a kind of craziness!