I thought I could approach reading two social media-related books in the same way. I couldn’t.

Don Tapscott’s "Grown Up Digital" is aimed at someone like me, gen-X and older folks who may need to underdstand the Milennials’ mindset. The author, like me, is looking at this from the outside and I sailed through the book.

Dan Schawbel’s personal branding book "Me 2.0" is different. It’s written for students and young professionals, by a young professional (though I know him).

Part of the "responsibility of the audience" (a theme of mine) is understanding where an author is aiming, even if you are not a target, and still gaining value.

I can do that. Can you?