Brian Solis, Principal of FutureWork, an award winning PR and New Media agency is one of the emerging new leaders in social media. Encouraging our industry to arise to the challenges of this new era. Brian recently wrote,
“Media is experiencing a textbook Darwinian definition of survival of the fittest … Media will re-emerge as a more dynamic, nimble, and innovative medium.
In the era of Socialized Media, relationships are the new currency and participation and collaboration are emerging as the new information exchange.
Mainstay brands will persevere, but the cost of their education to learn how to compete for the future will be great. Some will wait until it’s too late only to awaken to a daunting challenge of creating and earning presence and relevance in a new economy.
Social media is affordable to extremely time intensive. But for ad agencies to “get it.” They must participate. I would treat this time as if you were back in grad school. You are going to need to put in extra time and effort to get up to speed and up to date. There are so many benefits from social media that you will gain it’s definitely worth the price.
Rather than Darwin, why not socialized media as a mechanism of exchange that advances living systems? As opposed to just competition, why not collaboration or co-opetition?
[...] Relationships are the new currency- a common tagline but also a truth for individuals and businesses- so the authenticity will be derived from custom content that reflects the author. While social networks like Facebook, Twitter, and blogs can be described as an ongoing, unbounded conversation, social media scheduling has no “real world” analogue. Because of this, it provides the opportunity to participate according to your schedule, and the challenge of remaining branded, genuine and new, in a way that is unique to digital dialogue. Marketers should take advantage of the increased efficiency enabled by scheduling, but keep in the back of their minds that presence does not equal engagement, and the longterm payoff is in the time invested incultivating relationships. As with everything, moderation is key. Cancel reply [...]