2011 forecast series… Social media

For the first time ever, the web is now in many ways more about people than it is about information.

This movement towards the real identity of an individual person is dramatically altering the shape of the internet and, in doing so, radically changing the nature of word of mouth marketing. With social media, brands can now interact with their customers in more personal, targeted and measurable ways, and Australian companies are using it to achieve powerful results.

The web is changing from an information web to a social web, from the wisdom of crowds to the wisdom of friends. When you think about how most of the web has historically been used, not only were we anonymous, but we were searching for specific information. For instance, if you want to see what is going on in the world, you go to a newspaper’s website, when you’re deciding on what restaurant to book, you use a food guide application, or if you want to see how the surf is in Bondi, you go to www. aquabumps.com. In each of these cases, you start out by knowing what you are looking for… Read more


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