Community spirit
By Molly FlattSome great comments by Michael Nutley, editor of New Media Age, in The Guardian’s ‘People Power’ supplement this week, all about how the new culture of public invovlement is transforming politics, society and of course advertising:
“The most important quality in using social media is authenticity – a painful lesson for many communications professionals. It bears repeating – social media users are generally cynical and media savvy. They’re on the lookout for people trying to hoodwink them, and if they find it happening, not only will they expose it ruthlessly, the technology enables them to do so with incredible speed. Everything else follows from this. For example, the admittedly short history of social networks suggests that people prefer independent networks to those set up by companies, so it’s mroe effective, and much cheaper, to use existing social networks to reach your own audience than it is to try to build your own”.
The supplement isn’t online, but if you’re raring for more, Communities and Network Connection is an eclectic aggregator of conversation about all sorts of collaborative systems on and offline.
