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Trevor Cook & Lee HopkinsMonday, October 30, 2006
An
introduction
to
the
power
of
“Web2.0”
Social
Media
or, “How I learned to stopworrying and lovecommunication”
“Markets are conversations. Markets consist of human beings,not demographic sectors.Conversations among human beings
sound
human. They are conducted ina human voice.The internet is enablingconversations among human beingsthat were simply not possible inthe era of mass media.”The Cluetrain Manifesto
©
2006
T
REVOR
C
OOK
&
L
EE
H
OPKINS
.
A
LL
R
IGHTS
R
ESERVED
“The internet is a powerful tool.But most attention seems to focuson its use as a means of verticalcommunications: from one to many.“…But as important as this is — andit’s very important indeed — it’s probably dwarfed by the much morenumerous horizontal communicationsthat the internet, and relatedtechnologies like cell phones, text message and the like permit. Theyallow a kind of horizontalknowledge that is often lessobvious, but in many ways at leastas powerful, as the vertical kind.“Horizontal knowledge iscommunication among individuals,who may or may not know each other, but who are loosely coordinated bytheir involvement with something,or someone, of mutual interest. Andit’s extremely powerful, because it makes people much smarter.”
Prof. Glenn Reynolds
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