Stop Waiting for Emerging Media to Emerge

In a Q&A session on "the future of emerging media" at a conference this week, many of the questions surprised me. About half of the attendees were well versed in social platforms and wanted information on the nitty-gritty of tracking and strategy, the other half still seemed worried about opening their organization up to online criticism and were skeptical about achieving leadership buy-in. This half of the group is clearly struggling to embrace social media. One woman proudly proclaimed that, after hours of work, she had successfully created a Facepage.

1 comments on "Stop Waiting for Emerging Media to Emerge"
john flores (9/18/2010 at 12:57 PM)

Back in the Dark Ages - the early 1990s - I was a fresh-faced college graduate helping physicians grapple with this thing Al Gore created. It was called the "Internet". I worked with a CME company and we created continuing education programs at meetings and via satellite broadcast (this was pre-broadband). It was interesting and exciting experiencing the dawn of a new digital age. If there's one benefit to aging (and that's a big if) it's that more time on terra firma gives you perspective. I think that we are just now moving beyond early adopter phase of emerging media and that companies that have held a "wait and see" attitude will be coming on board. In my experience, healthcare lags behind other industries, but for good reason - they are not peddling beer and potato chips. It doesn't hurt that web savvy generation of managers are slowly but surely making their way up corporate ladders. That said, there is always the far side of the bell curve. Those same healthcare organizations and physicians that begrudgingly built websites 5 and 10 years ago and then let them languish will be last to the emerging media party as well. But as long as they are caring for their patients and have a strong business plan, who are we to argue? There's more than one way to slice a pie, or something like that. I enjoy the column a lot. Thank you. john flores vp digital marketing AVOW Communications


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