(this post is sparked from Jason Falls post on social media sustainability. Found here.)
When does a communication reach the point of being viable.. sustainable… business driven? If we look at some of the other mediums (radio and tv) you could say that the peak came when it was adopted by people as a worthy form of either entertainment or communication.
Social media is no different.
We can think of social media as a tool, a communication platform, or simply.. another bright, shiny object… but the truth remains that when millions upon millions of people adopt it as a form of communication..
The viability and sustainability of the medium becomes a reality..it has the potential to grow, to prosper, and to live.
We will continue to have years of grueling death matches between the business world and social media (the same thing happened with radio and tv). This is a fact. It is very apparent to me that people have a hard time adapting and changing when faced with a new thing… a paradigm shift.
The truth is going to be in how you adapted. How did you take your employees… your product… your company… and evolved to fit the changing landscape of customer communication on the web?
How are you going to use this new medium to drive business? Your customers are using it… isn’t it about time for you to step in?
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Sorry to be picky, but it should be "media," not "mediums," in your first paragraph.