Maybe it’s an obvious observation, but it appears that the concept of social media is an evolution of the observation process. Facebook and Twitter, for example, allow you to setup access to feeds of specific information that is generated by your “Friends” or groups that you choose to become part of. These systems allow you to view (observe), the status and information provide by the enabled system users.

Enabling the Observation process is only one component of the OODA Cycle. Where Social Media becomes interesting is when it prompts Action. One small message on Twitter can quickly be forwarded to thousands of users, who can then act on that information.

Facebook, with over 300 million users, just reported that it is generating enough revenue to be cash positive. I recently signed up and have been enjoying the experience. I have not yet figured out how Facebook fits in the Orientation process.