The Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery by Christer Holloman

Author:Christer Holloman [Holloman, Christer]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2011-12-18T14:00:00+00:00

The empowerment of the consumer now means that businesses need to be more responsive to their audience. Businesses are built on communication and the relationship between supplier and buyer, and that relationship is becoming much more open because they’re communicating more often.

One of the reasons for this is the breakdown of professional and personal lives. As our networks of weak ties become wider and communication across borders increases, it’s much easier for our networks to blur. Where we once had very defined boundaries between who we socialized with at the weekend and who we worked with, we now have merged networks. Or, an alternative way of looking at it is the shift from social networks to interest networks (but that’s a conversation for another book). What this also means is that every employee of an organization is now a spokesperson and the ease with which a message can reach a large audience means that internal communications and a singular brand message have never been so important.

Each of the two diagrams in Figure 10.4 represents the communications flow inside an organization, but one is pre-social media and one is post-social media. The most important point to take from these diagrams is that where we once used to control the external brand touch points (public relations, advertising, customer service) we now have every department exposed to the outside world in some shape or form.

Figure 10.4: Communications flows

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