The document discusses the importance of conversations over broadcasting in today's interconnected world. It argues that social media is changing how companies should engage with customers by enabling direct conversations at scale. To succeed with social media, companies must join online conversations in a human voice, focus on serving others rather than selling, and empower employees to participate authentically.
3. We no longer live in a world of silos and back room deals. We live in an interconnected world which requires companies to rethink everything… Rethink Everything
4. Social Media is tearing down the walls that keep us apart and changing the rules that have kept us from being human inside our companies.
42. Social Media Web Strategy The next big thing: Web-based media projects designed to serve customers and influencers directly (some customers may be considered “influencers”). These social media projects – which are beginning to siphon dollars from ad budgets – may have nothing to do with advertising and PR, at least on the surface. They are intended to serve content in a variety of mediums designed for sharing and participation across platforms.
43. But the Social Rules Trump the Tools People are only using the tools and technologies to get the things they need from each other , rather than from traditional institutions like corporations. Corporations who can appropriately empower individuals to be communicators and part of the online social ecosystem will benefit from the digital social world.