Social Media
The core difference between Social Media and Classical Media is that the latter is uni-directional. Print, radio TV, and e-mail allowed inexpensive broadcast of messages to a large audience, but did not provide the channels for customer participation and for audience peer-to-peer interaction.
Social Media, however, can support more engagement between all participants. The media mix is moving towards dynamic web and Social Media. The shift is gradual but, because the new media is fundamentally different, it has effects that go beyond a simple change of channels.
The effects of the adoption of Social Media has affected companies in certain industries (publications, music, hospitality, airlines, etc) and been felt first in Marketing in most companies. But they will soon spread to every industry and areas within companies:
Social Technologies can be used to integrate Sales and Marketing to enable better engagement with customers. A Social CRM System should integrate with Social Media sites to bring data and intelligence into the organization, in context of the task at hand. Tools designed for old media just cannot do that.
