With the Many

Great article from about 7 months ago by my friend and colleague Giovanni Rodriguez on social media and its adoption by larger companies -- read more on his blog. Giovanni explains his use of the word "peer" in framing the discussion about why some social media projects are succeeding. Having spent the last few months trying to explain this concept to companies, advertising agencies, and PR firms, Giovanni's clear thinking on the subject is very welcome. I have been boiling down a similar set of thoughts to the following equation:

Public Relations has been about communication WITH the FEW

Advertising has been about communication TO the MANY

Social media demands communication WITH the MANY

Giovanni's "peer" is a deeper look at this challenge and I encourage you to read both his shorter blog post and the longer version on the Journal of New Communications Research, here.