Social media is a “cost efficient experiment” according to the Social Computing Journal. Smart Brief says polls on LinkedIn and AdWeek show “Recession will yield ad improvements in ROI, Web, social media”. Bryan Eisenberg of ClickZ states that “social media should be a part of any forward-thinking and transparent company.” Smart Brief has gone so far as to recognise the importance by creating its own section of Smart Brief on Social Media.

So what does this all mean? Social Media has hit the mainstream and we need to learn to manage our interactions with it, as individuals and businesses. It has enormous possibilities and we are all invited to partake, in fact we cannot avoid it once we go online. It was not so long ago we were learning how to deal with ratings and comments being the extent of the online interactions. Now we are creating global communities everywhere. In Clay Shirky’s Here Comes Everybody: The Power of Organizing Without Organizations we are drawn deeper into the impact of communities or organisations that are self created. As marketers we need to learn to not simply “harness” the communities but become active participants. As receivers we need to embrace the wealth of knowledge to be obtained and learn to optmise our interactions so that we do not become even more overwhelmed by the influx of information. Do not resist, but take the time to take part and learn what is out there to make the most of it.

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Brian Eisenberg, Clay Shirky, communities of practive, knowledge society, roi social media, SMO, social optimization

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