Hey, MSM. The new lefty media are crushing you on Facebook. Does it matter? (Yes) And what can you do about it?
Creating an accidental video means you're going to be deluged by requests to use it - and possibly by an ethical dilemma.
What is shareable content - and why does it matter to journalists?
Material that attracts viral sharing is very different from that which does well through search.
Would you "share gate" your content - force people to share it on social networks before they can access it?
There were no real surprises in his preamble. Big, traditional companies struggling to get to grips with the internet, but they need to because 99% of people you want to access are there. And so are their competitors, and they have equal access. Traditional advantages like location mean nothing here.
"We've had [the internet] for 16 years, and only now are we getting a sense of how to win," said Hinchcliffe. "The rules are so different that there's a kind of congnitive dissinance about how much your business needs to change."
And this is where the controversy happened. He started talking about how to get Enterprise 2.0 ideas into your business. "The easiest way to do it is to do nothing at all," he said. The ideas are viral and come in through the network."
However, whatever the level of importance he put on the idea, his suggestion was that these tools are so compelling that clued-up users will push them into work environment with or without IT's help.