When I say, "Social is and can be more than media," people resist. It's as if the two words, social and media, are now permanently fused together. But they shouldn't be. The fact that they are joined at the hip in so many people's minds means that marketing agencies are thriving ...but that the rest of our organizations are not.
Social can be ...and already is... more than Media.
The companies thriving today are operating by a new set of rules — Social Era rules. Companies like REI, Kickstarter, Kiva, Twitter, Starbucks — they get it. They live it. And to them, notions like distributing power to everyone, working in extended community to get things done, or allowing innovation to happen anywhere and everywhere are, well, ridiculously obvious. But too many major companies — Bank of America, Sports Authority, United Airlines, Best Buy, and Walmart to name just a few — that need to get it, don't.Read More »