March 22, 2011

The social media curve

When it comes to communicating via social media channels, corporations have existing internal realities and procedures that go beyond the marketing department such as legal (and I completely understand this reality from the corporate side to reduce their perceived ‘risk’), but this clashes directly with the notion of innovative, free flowing, fast spreading viral communications.

David Armano has produced a great visual that explains this phenomenon perfectly, with the result that innovative ‘viral’ campaigns are often a highly diluted version of the original idea simply because of these existing, lengthy, internal procedures and processes.

Perhaps shorter, alternative internal procedures need to be implemented occasionally to accomodate these types of ‘viral projects – just as we find in a financial portfolio, the elements that have a perceived higher ‘risk’ are likely to generate an even greater reward.

Posted by Rob Booth | Filed under: All, General, Media, Useful | 2 comments - read them or leave a reply

2 Responses to “The social media curve”

  • Guy says:

    Please publish everyday in bold caps until the message is understood: ”…elements that have a perceived higher ‘risk’ are likely to generate an even greater reward”. An assignment for all C-Types to write 100 times on the blackboard in front of everybody. Then something will be accomplished.

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