These are the times that experts will look back and officially classify as the SocialRevolution, distinctly and separately from the Internet Revolution. These is the genrewhen big media and its supporting services started to listen and we the peopleembraced and employed the ability to share our individual and collective voices.We're at the dawn of new era in media production, participation, and literacy. You
Death vs. Evolution
Media, in general, isn't dead, it's changing.Yes print and broadcast advertising is down and online screen time is up. But, dollarsaren't evaporating, they're migrating and propagating as we continue to invest in the top-down strategies that still work, albeit differently than before, while simultaneouslyinvesting in more niche-focused channels to reach and interact with specific groups of people directly.In the last century, the world has witnessed some of the most incredible and radicaladvancements in the business of influence and perception management, including, butnot limited to:The printing press.The wire.Radio.TV.Satellite.Network infrastructure.The Web.The Social Web.Clouds.Media is experiencing a textbook Darwinian definition of survival of the fittest as thehuman race and our patterns for discovering, sharing and producing content matures. Itwill re-emerge as a more dynamic, nimble, and innovative medium.Mainstay brands will persevere, but the cost of their education to learn how to competefor the future will be great. Some will borrow models from those who already proved newrules for engagement, others will acquire and integrate the new and rising influencerswho lead by example, and a few poor souls will wait until it's too late only to awaken to adaunting challenge of creating and earning presence and relevance in a new economy.
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