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Social Media Defined


The best minds call it a “media revolution” and social media will change the way you do business...forever. Take a step back to understand why this is considered the most significant transformation in the way we communicate. Communication as we’ve known it has either been conversations (via telephone) or creating one message for a group of people (via radio, television, print). There have been only four times in the past five hundred years where media has changed enough to be called a media revolution:

This is the media landscape as we’ve known it throughout the 20th century, or most of our lives. Interestingly, the media that is good at “conversations” (telephone) is not good at groups, and the media that is good at groups (print, radio, TV, film) is not good at conversations.


one to one

one to many

The telephone is for two-way communication, or conversational media.

All other media, or mass media is about creating one message for a group of people.

Over the past decade or so, the Internet has become mainstream, and is the first medium in history that is good at both conversations and groups. Or, to put it another way, it’s now a “many to many” business model, and require a new way of thinking.

As the Internet evolves, and becomes more “social”, people now have the ability to gather in groups to discuss anything of interest…including your business.


People are now the content producers, not just consumers. Every time they share and discuss, it’s squared, meaning, they are not only reaching their friends, but the friends of their friends as well… it’s word of mouth on steroids.


Therefore, Social Media is defined as utilizing technology, tools and services to facilitate social interaction. It transforms people from content consumers to content producers. It’s the shift from the traditional mass media, one-to many, to a many-to-many model, rooted in conversations between authors, people, and peers. And if you need just a little more ammunition, consider the facts presented here, from the latest Nielsen Digital Survey:

Social Media Defined  

Social Media Defined by Multibrain

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