Social Media Disrupts All Company Communication

I was inspired this morning by Daniel’s post on his Emergence Media blog titled Marketing Changes: CMOs, Evangelist, Social Media Programs, Website Strategy Positioning, it’s a very meaty article and worth a good read.

Longer Tail of Media Consumption
Increasing variety of media (mobile, social networks, search blogs, Xbox 360) that people are consuming means more effort required for marketing/brand/PR integration and more requirements for a “grand strategy” vision.
Marketing increased emphasis as a Revenue Driver
Increasing Trend Towards Measurement and ROI means that marketing will take high prominence in the C-level space, helping shape product development, internal culture and budgeting
Social Media as the Disruptor on the Web
Social affecting all of Interactive Marketing Activities, diversifying the types of media being consumed and making marketers have greater engagement with the customer audience and moving from brand control to brand management.

Great article, and it reiterated something for me and that is social media disrupts almost every communication mechanism a company has. Blogs, podcasts, tweets, etc all pierce the membranes that companies have been used to for the last 50 years, and connect everyone in ways that are unexpected, unplanned, and interesting.

I’m taking a leaf out of David Armano’s book here and attempting to illustrate my idea in a diagram, the thing i’m really trying to get across is that all aspects of a company is probably involved in social media in one way or another:

Social Media Disruption 01

Bare in mind this diagram is a vast simplification, first imagine there is probably an “…osphere” for every value creating function and support function in your company, and then overlay that with David Armano’s influence ripples diagram, and then imagine that extending in all 3 dimensions… I know, it’s pretty rad.

Ripples 2 1

I think I just Blue My Mind :-)

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  1. Posted May 1, 2007 at 11:13 am | Permalink

    Great visuals…rad but true!


  2. Posted May 2, 2007 at 12:42 pm | Permalink


    Nice visual and great take on this. I think you are about 2-3 years ahead of the curve. So hopefully by then, you’ll be a millionaire. :)

  3. Posted May 3, 2007 at 9:45 am | Permalink

    Thanks David and Marianne, appreciate your comments :-)

    David, your comment about being ahead of the curve, maybe it’s an issue of how I communicate, I don’t think i’m that much more sophisticated, I think maybe I have trouble breaking big ideas into small ones. I think you excel in simplifying complex concepts, and I think I need to work on this.



  4. Posted May 3, 2007 at 10:55 pm | Permalink

    Nice once Karl! Definitely took that to the next level!

  5. Posted November 22, 2010 at 5:30 pm | Permalink


One Trackback

  • By barcode :: Lungo silenzio… :: May :: 2007 on May 3, 2007 at 2:59 am

    [...] finale (l’ultimo di una serie di post dedicati a definire la "customer experience")Social Media Disrupts All Company Communication (un breve post sugli effetti dei social media sulla comunicazione aziendale)Blinded by the Apple [...]

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