Networked Communications (part 1): The New Normal

When trying to make the case for using social networking approaches in business, advocates often make a fundamental mistake.

We talk about social media.

Social media/social networking is often presented in isolation. In fact, to properly evaluate these approaches, it all needs to be seen in a much broader context:

You can debate the utility of using this or that social media approach for a given objective or audience. But you cannot debate the inexorable nature of a tidal wave. And when having these discussions, we need to move away from “social media” or “Twitter” or “Facebook” and put a spotlight on much bigger issues. Tidal wave issues.

Remember when people debated about whether or not we’d use personal computers (let alone the distant dream of “smartphones”)? We don’t have that discussion anymore, do we? The INEXORABLE movement of computing power into smaller and cheaper packages made it inevitable that the argument would eventually end with one, and only one, outcome.

Social media – social networking – networked communications – is like that. Except, any debate will end faster!

So, it’s time to look at the bigger trends shaping society, where the real case is made for using these new tools and approaches.

What are these bigger trends?

Social media is actually part of a larger category (Networked Communications), which is itself  being shaped by large scale cultural and technical trends. Let’s call it the Trend Current – whereas “current trends” has the connotation of temporary shallowness, the Trend Current is deep, broad, and inexorable.

Trend Currents make the case for us that this “social media” thing is not some fad, and is definitely not some add-on to a marketing plan. In fact, there are at least 5 Trend Currents that demonstrate how social networking already does, and increasingly will, pervade the landscape of business and life.

We will look at each of these trends in separate posts this week. Here’s the bullet point overview:

  1. Networked Communications: The New Normal is the Old Normal
  2. Self-Expression: The Microphone is Mine Now
  3. Disintermediation: The Incredibly Shrinking Middleman
  4. Peer-to-Peer Engagement: Someone Took Down the Fences
  5. Communities: The New Digital Neighborhoods

That’s a lot of words, but here’s the point: when business stakeholders realize that the river is flowing downhill and will only get wider and faster, that makes the argument for using a boat much easier. If you think that social media is a fad, or may dry up, or isn’t woven into the fabric of unstoppable Trend Currents, then the battle to get engaged is an uphill one. Which is why we have to focus more on the river than on the boat.

Make sense? Tune in this week as we open up each of these trends. Perhaps by Friday it’ll be easier to make the case for networked communications!

[This post is part of a series of posts, each covering a certain aspect of the topic: see part 1, The New Normal; part 2, The New Normal is the Old Normal; part 3, The Microphone is Mine Now; part 4, The Incredibly Shrinking Middleman; part 5, Someone Took Down the Fences, part 6, The New Digital Neighborhood; and the summary post – Social Media: Start Here]


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About Steve Woodruff
Steve Woodruff is a blogger, a Connection Agent, and a consultant in the pharma/healthcare industry. He specializes in helping people and companies make mutually beneficial connections.

2 Responses to Networked Communications (part 1): The New Normal

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