Social Media
or, “How I learned to stop
worrying and love
communication”
“Markets are conversations.
Markets consist of human beings,
not demographic sectors.
Conversations among human beings
sound human. They are conducted in
a human voice.
The internet is enabling
conversations among human beings
that were simply not possible in
the era of mass media.”
The Cluetrain Manifesto “The internet is a powerful tool.
But most attention seems to focus
on its use as a means of vertical
communications: from one to many.
“…But as important as this is — and
it’s very important indeed — it’s
probably dwarfed by the much more
numerous horizontal communications
that the internet, and related
technologies like cell phones, text
message and the like permit. They
allow a kind of horizontal
knowledge that is often less
obvious, but in many ways at least
as powerful, as the vertical kind.
“Horizontal knowledge is
communication among individuals,
who may or may not know each other,
but who are loosely coordinated by
their involvement with something,
or someone, of mutual interest. And
it’s extremely powerful, because it
makes people much smarter.”
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