Relative Social Values of Social Media


With the plurality of online tools available today, managers feel the imperative of digital strategy, but few systematically incorporate elements of new media.  Based on recent consulting experience for a non-profit based in Medellin, Colombia, I’ve outlined a process to: 1) Understand users, 2) Build targeted channels, and 3) Transform traffic, in a Stanford Social Innovation Review column entitled “‘Tis the Season to be Online.”  However mere incorporation is not sufficient.  In a subsequent article entitled “Internet Exchange Rates,” I’ve questioned the face value of blind social media incorporation.  What is most important is that managers understand the hierarchies of online interactions.  One must understand trade-offs between resource allocation, and user cannibalization across forms of new media.  The relative value of each form of media depends on its context, and the extent to which it is the most effective form of communicating the new idea. The Internet exchange rate that indicates relative social values of social media credence is tomorrow’s currency unit.

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  1. Randy Richmond

    February 10, 2010 @ 8:04 pm


    Good post. With each new day, the new media is becoming open and transparent. Open processes are also flattening the world, erasing heirachies, and creating people-to-people equity.

  2. pr

    March 30, 2010 @ 12:25 pm


    Great post! Thanks!!!!

  3. Sekss

    July 11, 2010 @ 7:31 am


    Nice bļe!

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  5. Magazine 4 All

    January 12, 2011 @ 9:57 am


    Love you info here..Thank scott