I finally give in. As a serial expat, my American language has become influenced by British and European English resulting in my spelling going to pot. Working with Social Optimization does not help given its blatant exposure of my weakness. So, I give in. I will use (or at least try) to return to my American roots and spell with the “z” of my childhood. I must admit I am attached to the the softness of the s in “optimisation” so it will be with regret. I have received sufficient flack from both family/friends and readers now that I must decide. On top of it all is the fact that in order to optimise for search engines, I must use the more common spelling. So forgive me if I slip up every now and again. From now on you can find my work under social optimiZation. But fear not, I will not become a ForbeZ.