Social is as social does
It’s quite simple!
Media used to be one voice to many ears.
The media production process was professional, and that profession was all about attracting as many ears as possible.
The financial risk (distribution) was high but the demand for ears was higher.
Marketers needed those ears badly, and in the end of the day the pro with the most ears always won.
And that was that.
Now media is many voices to many ears.
The production process is social as in collaborative and continuous.
No one except the media professional is taking any financial risk (distribution is free) so no one needs a lot of ears.
Except the old pro.
And the marketer.
So ears are getting harder to attract.
The pro constantly offer less for more.
And marketers who never knew how to get them ears in the first place now turn to all those voices for guidance.
-Some seem to reach them!?
-To have them start talking..
-To do more for less!
How they do it?
By collaborating, continuously.
It’s all about being social, not about media.
And that’s that.
