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Copyright 2007, Linden Research, Inc. All Rights Reserved
New Social Media
February 2007 | Volume 5 Issue 2
New social media, such as Second Life, is adding a new dimension to communication by offering a way for people to become part of an online "world." But what are the business applications for these kinds of experiences? We've asked some of our technology experts to explain and offer some examples of organizations that are making use of this breakthrough technology.
Natasha Nicholson
Executive Editor
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Features
SOCIAL MEDIA
by Anders Gronstedt
When Sun Microsystems CEO Jonathan Schwarz needs to communicate with the world, he doesn’t necessarily call a press conference, issue a press release, or even convene a webinar or videoconference. He blogs. His online diary gives him an unfiltered channel leading to the employees, customers, analysts and resellers who represent the first wave of perception formation regarding important company products and service initiatives.
Sun is leading a transformation of the communication profession, as the Web transitions from an information repository to a platform of collaboration and community building.
ONLINE COLLABORATION
by Rob Key
Meet Scott, age 28, with a Dunkin' Donuts cup costume, a web site, a MySpace page and an archive of compelling brand content that, by the way, happens to rank number four in a Google search for the brand name. Scott is among the legions of brand enthusiasts who are knocking down the walls of the traditional "us versus them" brand relationship, demanding to be let in and be a part of the brand experience.
SECOND LIFE
by Anders Gronstedt
Like most corporations, computer maker Dell offers a pop-up list of countries and regions on its web site. But, look closely between Saudi Arabia and Senegal, and you'll find a country called "Second Life." Click on it and you'll find that it's not a country but a world—of the virtual kind.
TRANSPARENT WORLD
by Angelo Fernando
Before you jump up and down about social media and the wonderfully transparent world it is creating, consider the consequences.
There’s just no way to prevent those outside your walls from looking in. Leaky information, errant e-mails and inappropriate instant messages now have the capacity to become very, very public. If there's one lesson that communicators need to take away from the new social media, it's how to operate in a world of transparency.
Columns
Point of View:
Create visual interest from everyday subjects
by Suzanne Salvo
Few things have more impact on a photograph's success than where the camera is placed when the shutter clicks. Thoughtless camera positioning can render even an innately beautiful scene lifeless and dull. But any subject—no matter how ugly, challenging or mundane—can be made into a good photo by a good photographer.
Brash or Bold?
Defining your brand is key to building your business
by Daria Steigman
What do you want for your business in 2007? Are you looking to expand your client list, increase revenues, add employees, change direction or just hold steady?
While I'm not a big one for New Year's resolutions, a fresh calendar seems like a good opportunity to reflect on what I want and expect for my business this year and how I might achieve my goals. The truth is, every year that's the easy part. The hard part is assessing my business and redefining it.
Looking in the Mirror and Seeing a "Bad Boss"
by Tom Keefe, ABC
I never had trouble spotting a bad boss—until I would look in a mirror. My hair might have been combed, and my teeth nice and clean, but something was still wrong on the inside—and I didn't see it. In other areas of my professional development, I've been able to treat mistakes and bad decisions as "learning opportunities." The mistakes and bad decisions that I've made as a supervisor or manager haven't been as easy for me to forgive—because it really hurts to hurt people.
Case Studies
Communication in the news
Related Resources
Related Resources provides additional articles and resources for understanding this month's topic of new social media. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:
- "Big Media Gets a Second Life," by Olga Kharif
- "The Next YouTube?," by Rachel Rosmarin
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