Food for Thought: Kaplan on Embracing Social Media in New Mass High Tech Column

Posted by Melissa Withers on February 3, 2010

Drip, drip, drip. One comment on a blog post. One retweet of a point of view. One new Facebook friend. You might not even realize while it is happening but over time an audience is developing that is genuinely interested in what you have to say and gives you permission to share it. Individuals are learning how to share their stories and gaining confidence by participating actively in social networks. Personal networks are the new marketing channels and marketing has become the art of dribs and drabs. The problem is that most organizations haven’t figured it out.

The marketing model of deploying large internal teams of marketing specialists supported by even larger advertising and public relations firms is dead. It is exciting to be a participant in the seismic shift away from the old models of mass marketing and communication. The days of the big campaign developed behind closed doors followed by a grand unveiling composed of orchestrated media placements and road-show whistle-stops are behind us.

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