As it turns out, the answer to all of the complaints about the evolving workplace wasn’t to abandon

technology for a more human way of working, but to evolve technology to make the new way of
working more human.

A new generation of communications technologies are upon us. They are addressing the new way to
work that is permeating workplaces worldwide. It’s what Puskar calls a “dynamic, cultural shift in the
marketplace.” They’re making the global workplace exactly what it’s looking for: a joyful, delightful
experience.

Digital business environment 'requires new strategy'

2 February 2012

Businesses across the world are having to reconsider their strategies in order to ensure their
operating models remain relevant in the digital era. (Lan & IGI Global 2005)

Lan, Y., & IGI Global. (2005). Global information society: Operating information systems in a dynamic
global business environment. (Idea Group.) Hershey, PA: Idea Group Pub.

This is according to a report from Boston Consulting Group (BCG), which suggests that the ability to
engage directly with consumers via Facebook and Twitter means that companies need to acquire a
new set of communications skills.

For example, companies need to educate themselves on what consumers want from social media
interactions and incorporate better ways of measuring their return on investment, which will often
involve a restructuring of marketing operations.

As such, many companies are having to improve their in-house talent base, appointing new staff
members with expertise in the digital sector.

Katherine Sayre, a BCG partner and co-author of the report, said: "Although Facebook pages and
Twitter handles are free, they do require a commitment of resources."

This follows an earlier BCG study this week which showed that the size of the G20 internet economy
is forecast to double in size between 2010 and 2016.

Digital. Social. Mobile. Communication as we know it has changed for good.

Develop expertise in strategy, writing and design for digital media and become an asset to any
business or organization.

Digital, mobile and social media are now integral to the communication strategies of businesses,
nonprofit organizations and government agencies. Employers are looking to hire communication
specialists versed in writing, marketing and production as they relate to the technologies of the 21st
century.