Rich Maggiani, founder of Solari Communication, discussed the finer aspects of listening and its importance in communication at our April meeting. The focus was on verbal communication – you speak and I listen. We are in a completely different world, though, with Web 2.0 and the advent of social media.
Rick has written a very good position paper on social media and their effect on communication. Focusing on business-to-customer and business-to-business communications, Rick explains that new rules are in play, and explains the five Cs of social media. Briefly, they are:
» Conversation – Social media are conversations, two-way or multidimensional, no longer
one-way communication.
» Contribution – Social media encourage contributions and reactions from anyone who is
interested.
» Collaboration – Social media promote an exchange of information between you and your
audience, and among audience members, by inviting participation.
» Connection – Social media thrive on connections, within their own Web vehicles and
through links.
» Community – The fundamental characteristic of social media is the creation of community.
Read the full paper: Social media and its effect on communication. For a nice complement, see the presentation by Pixel/Point Press, Social Media Success Stories: Three Case Studies,” which takes a look at three social media marketing (SMM) campaigns (one by Dell, Jeep, and HP). The presentation is also mentioned in the STC Discussion Group on LinkedIn – talk about social media!
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