The Media Convergence

Social media and what MIT’s Henry Jenkins describes as the “Media Convergence” are playing a decisive role in today’s entrepreneurial arsenal. For SMB’s the tools to connect with their communities and other local businesses are becoming easier and more accessible every day.

One of the biggest questions with all of these new technologies is how to fit them into a solid and actionable strategic plan. Thankfully it seems as the dust gets shaken from the system this question is finding an answer on its own.

The answer? It seems that the best strategy is to get out, participate, add value and realize that the results are reciprocal.

Moving With the Current

Jenkins’ work has shown that effective grass roots efforts quickly catch the attention of more established media outlets through the natural life cycle of social media. The various channels of mediated (public, private, corporate and governmental) reciprocity are being merged together, through 3rd party applications as well as the simple fact that the users themselves provide centralized nodes in the communications network.

This give and take goes for B2B communications as well. If there is a drawback to this convergence, as Jenkins points out, it’s only that each participant is now expected to act responsibly and effectively to bring value to the system. It’s up to entrepreneurs and business owners to be proactive with their own campaigns in order to reach the potential audience of collaborators that exist in the mediated web.

While Others Worry

While industry journalists worry us with tales of lost revenue, proactive SMB’s across the country are experiencing positive growth through their new media marketing efforts and the simple realization that honest and direct relationships really do matter.

The ability for small and medium sized businesses to remain maneuverable, and quickly scale their operations, works perfectly with the immediate feedback loop that these technologies provide. For whatever failings exist within the social media sphere, as soon as more effective means are found SMB’s can change course and correct themselves immediately.

Caution is a sensible reaction to change, but what are you doing as a business owner to turn your caution into a proactive plan?

Are you saving yourself from a fast fading trend or missing the bend in the road?