Now if someonehas a badexperience, theycan tell everyone.
They can do it quickly, cheaplyand very effectively.
They can easily find groups of peoplewho think the same as they do, andco-ordinate and act together.
They can all share their same badexperiences in public.• Using a cheap video camera and YouTube• A phone camera and Flickr• A computer and Facebook• A blog and Wordpress/Tumblr/etc• Anything and Twitter• etc...
So what, at the start of this presentation, wecalled ‘social media’ you can see are reallyjust the tools used for mass communication.Communication which is now having animpact on society because of better andmore widespread technology.
Companies panic because they focuson the tools, and not the change.
They then think about making a‘viral’ for YouTube.
Or ‘engagingvia Facebook’.Or ‘starting aconversation viaa blog’.
They look for ‘hidden rules of success’,copying what others have had successwith. Not copying the principles behind thesuccess, but copying the ideas literally.