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I think this is a brilliant post. As I'm now in the throes of figuring out how to describe this new world to whole communities that haven't a clue, your words are most helpful. One feels like an evalangelist, or a trouble maker; the new 'paradigm' is so innovative, most don't have the awareness to see it.

Damn, you're good. Great post, and SO right on.

Right now, I'm consulting with a very successful, traditional company that is really struggling in a new (geographic) market. I am working to move them toward embracing social media as a way to connect their people with their customers, and they are trying to see it, but keep falling back to their default comfort level of broadcast print and hoping for the best. It is a REAL struggle for some companies to get social media, because they are used to controlling the conversation.

And you and I know they just can't anymore.

Hey Valeria,

I'm thinking more and more about the "human to human" interaction you mention here. You rightly highlight the fact that this humanness means that communicators need to take the context (ie, social situation, environmental conditions) into account when sending ads, etc. into the world. Although my thoughts are not fully formed on this, it seems to me that the human2human communication facilitated by social media means that we need to think of the things we send into the world as opportunities to engage in discussion. In the past, marketers made ads/shows/whatever because they wanted people "out there" to talk about them. Nowadays, the marketers need to be out there as well and be prepared to talk with the people themselves about everything they're doing.

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  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.