Understanding
the Social Media
Landscape
What makes it social and why should I care?

Traditional Media
Limited by “shelf space” of physical world
Produced with expensive technologies
Restricted by difficulties and limitations
of physical distribution systems
(or analog)

Social Media
Not limited by physical world, infinite
space inherent in digital
Produced with inexpensive technologies
Widely distributed at relatively zero costs
through RSS

Traditional vs Social
Most importantly:
Traditional media was often the end of a
production process whereas social media is
most often the beginning of a
conversation

The Defining Characteristics
Typically web based but not just blogs
Very much conversational and often
personal in nature
Shareable

The 4 C’s of Social Media
Context
Contacts
Communications
Collaboration

The Importance of
Social Media
Social Media is tearing down the walls
that keep us apart and changing the
rules that have kept us from being
human inside our companies.

Advantages & Opportunities
Unlike most advertising, social media is
evergreen, persistent
Creates more opportunities to be found
Puts a human face on your business
Builds trust in the market
Co-create with your customers

Business is Personal
• The 21st Century will bring humanity to corporations
• Participation is Marketing
• Start with the presumption of trust
• Make clear your intentions
• Give people a chance
• Provide power for people’s passions
• Personal Pronouns are ok!
• Trust the conversation

Chris Heuer, Partner
The Conversation Group
http://www.chrisheuer.com/