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Social Media Creating a New Communication Environment
By: Doug Bedell
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Brian Solis places a milepost on the progress of social media: it's here to stay, people are becoming steadily more connected and "Connected consumers think and behave differently." These aren't trifling observations, they're a plate shift in terms of communication practice and should be seen as such. In just six years or so, we have a new communication environment.  

"I believe," Solis says, "that businesses will learn how to engage in new networks (in) one of two ways. Either businesses will recognize the opportunity to earn relevance through an 'a ha' moment. Or, they’ll say 'uh oh' upon witnessing the impact of a crisis on business, branding, and customer influence when a negative experience goes viral." 

Whether you think any of your clients are big enough to "go viral" or not, you don't really know what might unfold on social networks. Solis offers 10 research/change tips for helping businesses, PR firms especially, connect well with this new communication setting. They're invaluable. 

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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