For the last two years, I've been part of Edelman's Digital Public Affairs group in Washington, DC. From that perch, my perspective has been understandably U.S.-centric. Recently, however, I joined Edelman's London office, and I anticipated that my perspective would change.

It has, but not in the way that I expected.

In the months leading up to my move across the pond, I spent a lot time in London talking with colleagues, clients and others about the state of social media in the UK. Universally, I was told that the UK is "behind" the U.S.

I don't buy it.

To be sure, some aspects of social media developed differently in the UK. Blogs aren't quite as prevalent, for example (although that seems to be changing). On the other hand, social networking sites like Facebook and Bebo are more ubiquitous and, arguably, more important than they are in the U.S. Even more significant is the degree to which Europeans are ahead of Americans in their use of advanced mobile technology.

Now, I realize this isn't news to anyone who regularly pays attention to such matters.

But it's time for corporate communicators and executives in the UK to embrace the opportunity that the technology presents: The chance to build relationships with customers, stakeholders, influentials, policy-makers and the rest of the audiences that are important to business.

The technology is ready. The audiences are ready. It's time to go forward.