Comments on: New Communication Theory and the New Roles for the New World of Marketing http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/ Defining the convergence of media and influence Tue, 22 May 2012 07:00:05 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Ed Cannell http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-45298 Ed Cannell Thu, 29 Sep 2011 06:01:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-45298 This article is now more than 3 years old and yet it is current news for what's going on in 2011. Unfortunately it fails to take us anywhere new. It's funny really. Maybe I mean ironic, but the fundamental nature of the web and what the web does better than any other marketing medium is a question that begs to be answered. All the pundits were wrong. Better than a decade ago web experts were talking about how the web is like other media. Print media and television were mentioned, and even the telephone came close because it is a one-to-one relationship. But what the experts didn't see, and most still don't see, is that web is not like any prior media. It would be more accurate to say that the web swallowed whole every prior media and then changed the rules on how these components would behave. This means you cannot think in printing terms, or video terms without missing the essense of what the web is. I have to shake my head when I hear of large corporations looking to piggyback on social media when the company already has their own customer network that is highly targeted and far more valuable an asset than what they hope to gain through social media. Why are they not looking to build their own resource by looking inward rather than outward? Something else not dealt with today is the nature of a virtual environment and the subtle psychological impact this has on all markets. In a material reality we look for proof by assessing a product with all 5 senses. In a virtual reality, such as the web, proof does not exist. What do people revert to when proof cannot be found? The fact that all web users are anonymous and there are no customer demographics available until after contact is made begs another big question... How can I have a market profile without using demographics? When these questions can be answered then a corporate site can forget piggybacking on social media and simply copy the methods that are working for social media so they can talk directly with a gowing market. This article is now more than 3 years old and yet it is current news for what’s going on in 2011. Unfortunately it fails to take us anywhere new. It’s funny really. Maybe I mean ironic, but the fundamental nature of the web and what the web does better than any other marketing medium is a question that begs to be answered.

All the pundits were wrong.

Better than a decade ago web experts were talking about how the web is like other media. Print media and television were mentioned, and even the telephone came close because it is a one-to-one relationship. But what the experts didn’t see, and most still don’t see, is that web is not like any prior media. It would be more accurate to say that the web swallowed whole every prior media and then changed the rules on how these components would behave.

This means you cannot think in printing terms, or video terms without missing the essense of what the web is.

I have to shake my head when I hear of large corporations looking to piggyback on social media when the company already has their own customer network that is highly targeted and far more valuable an asset than what they hope to gain through social media. Why are they not looking to build their own resource by looking inward rather than outward?

Something else not dealt with today is the nature of a virtual environment and the subtle psychological impact this has on all markets. In a material reality we look for proof by assessing a product with all 5 senses. In a virtual reality, such as the web, proof does not exist. What do people revert to when proof cannot be found?

The fact that all web users are anonymous and there are no customer demographics available until after contact is made begs another big question… How can I have a market profile without using demographics?

When these questions can be answered then a corporate site can forget piggybacking on social media and simply copy the methods that are working for social media so they can talk directly with a gowing market.

]]> By: What is a Conversation Prism? | Paul Bradley Smith http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-42450 What is a Conversation Prism? | Paul Bradley Smith Sun, 22 May 2011 12:00:32 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-42450 [...] The New Communication Theory & New Roles for the New World of Marketing [...] [...] The New Communication Theory & New Roles for the New World of Marketing [...]

]]> By: What is a "Conversation Prism"? | Paul Bradley Smith http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-40879 What is a "Conversation Prism"? | Paul Bradley Smith Sat, 19 Mar 2011 00:53:09 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-40879 [...] The New Communication Theory & New Roles for the New World of Marketing [...] [...] The New Communication Theory & New Roles for the New World of Marketing [...]

]]> By: Viral Marketing http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-37245 Viral Marketing Tue, 09 Nov 2010 22:59:33 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-37245 I am a little late to the party here for a comment, but in my defense I found the blog through Google. I agree that good communication skills play a huge role in getting your message across. I am a little late to the party here for a comment, but in my defense I found the blog through Google. I agree that good communication skills play a huge role in getting your message across.

]]> By: matthew8487 http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-11515 matthew8487 Thu, 16 Jul 2009 10:24:10 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-11515 Thanks for sharing this post. Good communication skills is very necessary for attracting customers.Good communication skills plays an important role in growth and sucess of online buisness. A right language and a right mix of words will hit your target audience.To maintain your website, You need to learn basic business communication online. There are varied mediums through which you can pass on your message to your audience or potential buyers, may it be through emails, ads, pamphlets, or a word of mouth, for all this you need proper english, proper communication.You need a lot of clarity while communicating, its very effective. For more details refer <a href="http://www.bloggingwithchris.com/online-business-demands-good-communication-skills/" rel="nofollow">http://www.bloggingwithchris.com/online-busines...</a> Thanks for sharing this post. Good communication skills is very necessary for attracting customers.Good communication skills plays an important role in growth and sucess of online buisness. A right language and a right mix of words will hit your target audience.To maintain your website, You need to learn basic business communication online. There are varied mediums through which you can pass on your message to your audience or potential buyers, may it be through emails, ads, pamphlets, or a word of mouth, for all this you need proper english, proper communication.You need a lot of clarity while communicating, its very effective. For more details refer http://www.bloggingwithchris.com/online-busines…

]]> By: matthew8487 http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-4336 matthew8487 Thu, 16 Jul 2009 03:24:10 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-4336 Thanks for sharing this post. Good communication skills is very necessary for attracting customers.Good communication skills plays an important role in growth and sucess of online buisness. A right language and a right mix of words will hit your target audience.To maintain your website, You need to learn basic business communication online. There are varied mediums through which you can pass on your message to your audience or potential buyers, may it be through emails, ads, pamphlets, or a word of mouth, for all this you need proper english, proper communication.You need a lot of clarity while communicating, its very effective. For more details refer <a href="http://www.bloggingwithchris.com/online-business-demands-good-communication-skills/" rel="nofollow">http://www.bloggingwithchris.com/online-busines...</a> Thanks for sharing this post. Good communication skills is very necessary for attracting customers.Good communication skills plays an important role in growth and sucess of online buisness. A right language and a right mix of words will hit your target audience.To maintain your website, You need to learn basic business communication online. There are varied mediums through which you can pass on your message to your audience or potential buyers, may it be through emails, ads, pamphlets, or a word of mouth, for all this you need proper english, proper communication.You need a lot of clarity while communicating, its very effective. For more details refer http://www.bloggingwithchris.com/online-busines…

]]> By: Jay Ehret http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2090 Jay Ehret Wed, 30 Jul 2008 18:18:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2090 Brian, Sometimes marketers tend to over analyze things. Call it whatever you want, but it's still marketing. Even if we dress it up with a pretty name, it's all done with the intent of promoting and advancing the business.<br/><br/>I don't buy the notion that conversations now matter more. They've always been just as important. Maybe some larger companies are taking notice because conversation now occurs more frequently online. <br/><br/>Sam Walton used to stroll through the aisles of his stores and talk with customers, taking notes. That conversation was more authentic than much of what's taking place online today. And Sam never used a <i>social web strategist.</i> Brian, Sometimes marketers tend to over analyze things. Call it whatever you want, but it’s still marketing. Even if we dress it up with a pretty name, it’s all done with the intent of promoting and advancing the business.

I don’t buy the notion that conversations now matter more. They’ve always been just as important. Maybe some larger companies are taking notice because conversation now occurs more frequently online.

Sam Walton used to stroll through the aisles of his stores and talk with customers, taking notes. That conversation was more authentic than much of what’s taking place online today. And Sam never used a social web strategist.

]]> By: Richard Millington http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2089 Richard Millington Mon, 28 Jul 2008 08:07:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2089 Great post. I think one major item is that influence of social media should clense marketing of many of it's usual sins. It should force a more open approach from organisations.<br/><br/>I also think the move to conversations and 'raw' marketing is a great thing. Great post. I think one major item is that influence of social media should clense marketing of many of it’s usual sins. It should force a more open approach from organisations.

I also think the move to conversations and ‘raw’ marketing is a great thing.

]]> By: James Bruni http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2088 James Bruni Thu, 24 Jul 2008 15:03:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2088 Excellent post Brian. Now comes the tough part= measuring the impact of social media campaigns. PR firms don't have a clue, but I think some of the major corporations you mention will start tackling this issue soon. Excellent post Brian. Now comes the tough part= measuring the impact of social media campaigns. PR firms don’t have a clue, but I think some of the major corporations you mention will start tackling this issue soon.

]]> By: Amanda Rose http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2087 Amanda Rose Tue, 22 Jul 2008 14:18:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2087 Couldn't have said it better myself. It is an amazing time to be working in communications. Couldn’t have said it better myself. It is an amazing time to be working in communications.

]]> By: askGerhard-Kaiser http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2086 askGerhard-Kaiser Tue, 22 Jul 2008 14:13:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2086 Hi Brian,<br/>I want to understand what I think social media can do for small business owners. Thanks for this awesome post.<br/>Gerhard Kaiser - Google me Hi Brian,
I want to understand what I think social media can do for small business owners. Thanks for this awesome post.
Gerhard Kaiser – Google me

]]> By: PRometeus http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2085 PRometeus Mon, 21 Jul 2008 20:16:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2085 Thanks for the insightful post Brian! <br/><br/>We're really witnessing a communication progress: In addition to the mainstream PR tactics, organizations are embracing new media practices and effectively integrating social media tools to enhance their communication programs. <br/><br/>They were all meaningful tools since they enhance relationships, promote dialogs and corporate transparency, and enable quicker and more effective means of interaction. <br/><br/>Social media tools also serve as unfiltered voices of the organizations as well as valuable conduits of community opinions. By integrating new media and combining them with traditional tactics, organizations are making a real progress.<br/>PRometeus<br/>http://prprometeus.blogspot.com/ Thanks for the insightful post Brian!

We’re really witnessing a communication progress: In addition to the mainstream PR tactics, organizations are embracing new media practices and effectively integrating social media tools to enhance their communication programs.

They were all meaningful tools since they enhance relationships, promote dialogs and corporate transparency, and enable quicker and more effective means of interaction.

Social media tools also serve as unfiltered voices of the organizations as well as valuable conduits of community opinions. By integrating new media and combining them with traditional tactics, organizations are making a real progress.
PRometeus
http://prprometeus.blogspot.com/

]]> By: Magic In Words http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2084 Magic In Words Mon, 21 Jul 2008 17:51:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2084 As a small business owners working to grasp the Internet and all it offers my business, I really appreciate the depth of this post.<br/><br/>I found this a great share with a local marketing firm. I really want them to understand what I think social media can do for small business owners. I believe they'll see the validity of social media after reading this.<br/><br/>Thanks<br/>Debra As a small business owners working to grasp the Internet and all it offers my business, I really appreciate the depth of this post.

I found this a great share with a local marketing firm. I really want them to understand what I think social media can do for small business owners. I believe they’ll see the validity of social media after reading this.

Thanks
Debra

]]> By: xavierv http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2083 xavierv Mon, 21 Jul 2008 17:42:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2083 Hey Brian, great article. I would also very much like to read about the costs of implementing such a social feedback infrastructure. What are the economics/the model behind brand 2.0? Hey Brian, great article. I would also very much like to read about the costs of implementing such a social feedback infrastructure. What are the economics/the model behind brand 2.0?

]]> By: middledigit.net http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2082 middledigit.net Mon, 21 Jul 2008 17:31:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2082 I call it web participation! I call it web participation!

]]> By: jdachis http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2081 jdachis Mon, 21 Jul 2008 15:48:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2081 Brian,<br/><br/>Thanks for the expounding on the central role dialog has in what was a monologue like communications environment. <br/><br/>It should go without saying that the dialog has to occur in all facets of an organization, with its employees, its supply chain, its communities, its shareholders, and of course its customers...<br/><br/>The revolution youre speaking of, isnt limited to what used to be marcom, but is central to new agile organizations utilizing distributed technologies to evoke an emergent outcome.<br/><br/>If organizations dont embrace the dialog throughout ALL facets of their operations, they risk having effective dialog with one constituent base and not having the proper mechanisms in place to deal with what the conversations are implying.<br/><br/>Thanks for a great post!<br/><br/>Jeffrey Dachis Brian,

Thanks for the expounding on the central role dialog has in what was a monologue like communications environment.

It should go without saying that the dialog has to occur in all facets of an organization, with its employees, its supply chain, its communities, its shareholders, and of course its customers…

The revolution youre speaking of, isnt limited to what used to be marcom, but is central to new agile organizations utilizing distributed technologies to evoke an emergent outcome.

If organizations dont embrace the dialog throughout ALL facets of their operations, they risk having effective dialog with one constituent base and not having the proper mechanisms in place to deal with what the conversations are implying.

Thanks for a great post!

Jeffrey Dachis

]]> By: Connie Bensen http://www.briansolis.com/2008/07/new-communication-theory-and-new-roles/comment-page-1/#comment-2080 Connie Bensen Mon, 21 Jul 2008 14:11:00 +0000 http://70.32.83.183/2008/07/21/new-communication-theory-and-the-new-roles-for-the-new-world-of-marketing/#comment-2080 Brian,<br/>You are also a leader. I always start people off with your social media manifesto. And recently it's been VP's & CEO's contacting me too.<br/><br/>Building community is going to become more important as we socialize this new form of communicating with the customers (the new marketing & PR). Thank you for listing me. We'll keep moving in this new direction. (Will the customers allow for anything less?)<br/>Connie Brian,
You are also a leader. I always start people off with your social media manifesto. And recently it's been VP's & CEO's contacting me too.

Building community is going to become more important as we socialize this new form of communicating with the customers (the new marketing & PR). Thank you for listing me. We'll keep moving in this new direction. (Will the customers allow for anything less?)
Connie

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