Clay Shirky, the author of ‘Here Comes Everybody’ and adjunct professor at New York University, discusses with Byron Gordon of SEO-PR, the change in user behavior as a result of the internet. Bringing up HSBC’s penalty free checking account fiasco, in which targeted college students, and when the students went on summer vacation, reneged on the deal. Students angered by the unfulfilled promise, used Facebook to protest the changes, as a result of which HSBC reinstated the deal. Shirky also touches upon the Josh Groban non-profit group using social media to further their cause, and the importance of citizen journalism in a Wev 2.0 world, improving Journalism even if major newspapers shrink. Overall Shirky provides a great afterword to a beautiful keynote.