Part two of a three-part series…
Defining Your Online Persona
The Social Economy is defined by the exchange of ideas and information online, and in the real world, and is indexed by the dividends earned through new opportunities and alliances. Relationships are the new currency of the Social Economy as they fuel and extend interaction, insight, and loyalty, and in turn, contribute to the social capital of the individuals who actively invest in their personal branding portfolio.
In the era of the Social Web, practically everything we create and share online is open to public discovery, interpretation, and feedback – positive, neutral and negative. It sounds sensational and perhaps a bit ominous, but it’s not meant to serve as a deterrent. It’s only intended to introduce the subject and the context of this subject as well as raise awareness for the need to be proactive about cultivating and managing your brand and your reputation.
Stop the presses…there’s another “PR is Dead” meme that’s circulating the blogosphere again. This time, all that’s new is that many bloggers are revealing that they prefer discovering new and interesting products on their own and breaking the news before anyone else.
Welcome to the news business.
Any print or broadcast news reporter would say the same thing, and honestly, it’s the competition and desire to break news first that’s driven the business for over 100 years.
Last year, Robert Scoble and Darren Barefoot debuted the Social Media Starfish to visualize and document the rapidly evolving landscape for social tools, services, and networks.
If you work in marketing, public relations, advertising, customer service, product development, or any discipline that’s motivated, shaped, and directed by customers, peers, stakeholders and influencers, monitoring and in some cases, participating in online conversations is critical in competing for the future.
Note: This post originally ran on TechCrunch, “SEC To Recognize Corporate Blogs as Public Disclosure. Can We Now Kill the Press Release?”
Here’s the director’s cut, “SEC To Recognize Corporate Blogs as Public Disclosure, What This Means for Wires and Press Releases”
For several years, Sun CEO, Jonathan Schwartz has lobbied the SEC to allow disclosure of financial information through corporate blogs. In a landmark announcement, it seems that Mr. Schwartz may indeed get his wish, and with it, a historical decision that could break the age-old shackles that bound businesses to traditional media and distribution channels in order to satisfy full disclosure.
Bradley C. Bower for The New York Times
Frank Eliason, digital care manager at Comcast
There’s certainly no shortage of discussions in the blogosphere that examine and spotlight companies that are listening to brand-related conversations across the Social Web to improve customer service, retention, and loyalty. But, when the New York Times decides to profile the emerging and critically important trend of two-way dialog between company representatives and stakeholders, we actually begin the process of crossing the chasm into the mainstream.
I attended the Facebook f8 developer conference yesterday in San Francisco and I’m still recovering from the overwhelming experience.
Thousands of developers flocked to the San Francisco Design Center to see their Social Sherpa in person and calibrate with his vision for the next year of propagating the social graph. It’s indeed a movement and his influence can not be underestimated. Comparisons to Steve Jobs were broadcast as freely as the ideas for new apps that were exchanged in almost every conversation.
In the era of the “new” social Web, communications is actually evolving back to its origins of communicating with people, not at them. It may seem implied, but communications does not, for the most part, embody two-way discussions.
Over the years, communications has evolved into a one-way distribution channel that broadcasts messages at target audiences. In the process, communications stopped being about communication, focusing instead on the marketing aspects of top-down message push and control, what we now commonly refer to as marketing communications aka marcom. Marcom embodies traditional and new marketing branches that include advertising, PR, Web/interactive, event, among many other disciplines (depending on the organization).
Broadcast and print media and the services that support the creation and distribution of information are not dead and Social Media is not going to get indicted for holding the smoking gun.
These powerful, influential, and age-old industries are however, undergoing some of their most radical transformations and metamorphoses in order to adapt to the elusive and rapidly shifting information landscape.
Money is migrating away from traditional media as well as the industries and services that support it – from creation to distribution.
Sprout is a new, very cool service that lets everyday people create portable widgets for embedding on Web sites, blogs, and in social networks.
I was originally introduced to the service at DEMO08 in January and was immediately blown away.
We live in the widget economy and people today are empowered and compelled to lift and place encapsulated content and experiences from one place to another, however and whenever they’d like. With SproutBuilder, you can now build your own custom, portable and embeddable widgets featuring the Web content, links, gadgets, and capabilities you desire as simply as designing a flyer in Word.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. More so, he humanizes technology’s causal effect to help people see people differently and understand what to do about it. He is an award-winning author and avid keynote speaker who is globally recognized as one of the most prominent thought leaders in digital transformation and innovation.
Brian has authored several best-selling books including
What’s the Future of Business (WTF),
The End of Business as Usual.
His blog, BrianSolis.com, is ranked as a leading resource for insights into the future of business, new technology and marketing.