Community, not technology

Don't get hung up on the technology, said Edelman's Marshall Manson. The issue is about community (or tribes as Seth Godin puts it). It could be a knitting community or a war game community. The key is relationships and shared problem solving.

But technology drives group forming around shared interests. We need to rehumanise communication: by being authentic, transparent, and personal.

Comments

[Richard Millington]

So, so, true.

It's great to know that Edelman, perhaps above any other agency, recognise this.

[David Phillips]

I loved the way you picked up Tribes. Just slipped it in alongside Publics, Stakeholders, Social Segments and User generated groups.

Nice.