Tossing the tired old playbook

Phenomena like MySpace, Facebook, Second Life, Flickr and YouTube aren’t just web sites. They are platforms of collaboration, where sprawling and vibrant communities socialize, innovate, transact and learn, writes Anders Gronstedt in IABC’s Communication Bulletin. “This isn’t just a new set of tools to aid and complement existing approaches,” he continues. “Communicators who fall back on their tired old playbook, packaging and delivering an unending stream of numb monologues, deserve every tomato thrown their way by an unforgiving new workforce. Companies that innovate and transform communication, on the other hand, will be pioneering the way to a sustainable competitive advantage. That’s bad news for their competitors.”

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