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Then and Now: Most casual conversation these days, when it’s not about toll roads and Julius Malema, centres around technology.  How it’s changed (or changing) our lives and the amazing technology that is available and coming.

Last century was defined by “silo” thinking.  Today it’s social. I want to highlight these changes as they relate to processes in business and customer band interactions.  I will be writing a weekly blog showing how business took place last century and how this has been transformed by technology and social business.

Things like how we traveled in the past and how we do it today, the recruitment process, inter company communication, handling of business crises – every facet of business.

I’d like your input – what changes would you like covered? What areas in your business have changed? Let me know in the comments and I’ll include them in future articles. This series will also form the core of my social business presentations.

It should be fun and informative.


1 Response Comment

  • Greg NormanJuly 9, 2012 at 12:20 pm

    The observation of silo versus social is an interesting one. I am not sure if it was because it held alliterative value or because it is real or relevant. Simply put, viewing the perspective from purely a commercial point of view, I conclude that the silo system is the only presently functioning, purpose-built media option through which sales are generated. People trying to exploit the size of audience and natural attraction of the social media platforms to vulnerable LSM members are trying to make a silk purse from a sow’s ear! 

    It’s clumsy, limited and does not conclude in selling anything for sure. It appeals to a mass global audience and commercial activists fail to realize that technology and social media fails to provide any return on investment for any brand that is not global. Although even General Motors believes it has deduced that the social media environment offers now fertile bed for commercial opportunity; having just pulled $1Billion in spend in the social space. 

    So changing every facet of business? I don’t think so! Amanda Patterson hit the nail on the head when she wrote recently that social media is the new PR. The way in which social media is used and to what end, is still a big black hole that not even the physicists have found any validity beyond theory. There is no doubt that an almost 1 billion member single media platform must hold some value to the commercial sector. Why? Sometimes numbers and value won’t accrue. Especially if the purpose and design of Facebook was to provide a platform to socialise. To manipulate it into a commercial platform I think is impossible in its present form and is unlikely in any modified form. There are more magazines on sale than ever before. Newspapers might be shrinking as the delivery mechanism of news is presented more conveniently on the net, but the conventional commercial world is propelling forward not by the grace of the internet alone, but as an addition to it! Brand growth is unlikely to be something accelerated by technology because the function of convincing people to buy still happens in retail environments where products can be touched, experienced and purchased. All that has happened in my mind is that large social media platforms have become technological phenomenons not as a potential new audience, but as a catchment for already existing ones. Just as you might not sell a car to a person while singing in a church, trying to sell brands while people are conversing on Facebook is perhaps a developing breach in etiquette. Perhaps television consumption is changing due to technology and therefore access to consumers is dissipating, forcing media statisticians to gravitate towards the social herds on Facebook and the like. But counting sheep is likely to induce sleep, before it activates logic by sheer numbers.Indeed, media consumption is changing and with it, access to viable conventional audiences. But that is about the beginning and end of it. Within the social conversation might be some opportunity to influence the digital public, but there in lies the endless search for the Holy Grail. It might hold some secret solution, but it is in the secret solution that the answer lies, not in the Grail itself.