Tuesday, September 01, 2009
Excerpt: When presented with a new technology, people tend to use that innovation to do
existing jobs more effectively.
Brand-building is no different. As social media gains momentum, brand communicators are experimenting in masse with these new technologies and connections to get their jobs done, typically coming at it from an advertising, interactive or PR perspective.
But what if social media and its inherent benefits are so revolutionary, so potentially game-changing that it takes time for people to figure out how to best use them? More fundamentally, what if organizational silos and constraints limit its potential to address a new brand-building equation...
Source: Advertising Age