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The Internet is not just content, it is also populated by a myriad of ways to communicate. Communication on the Internet is no longer the exchange of emails, publishing and reading html pages.

We have been using the term “social media” to describe the channels of online communication that somehow level the playing field between people and organizations. In fact, social media channels allow for publics to form with relative ease and gives them the ability to communicate in real time at a very low cost. It is therefore no surprise that these publics are able to organize and act to influence an organization or a government institution.

These organizations then face a new challenge, they must monitor the online dialogue and obtain permission to participate in that dialogue. But it is not only a matter of monitoring, it is also a matter of choosing in which channels it is important to participate. It is not just a matter of which channels are the most used, it is also important to identify the ones were the most engaged publics communicate.

But “social media” is also a term used to describe that same online dialogue. In that aspect, it is important to listen and to infer the values and values system to which an organization must adhere to or at least understand to build a middle ground.

Fighting the hype

Rants and clarifications about core concepts of digital communication

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There is no such thing as a Web 2.0

“In less than five years, a movement has taken hold that is having a profound effect on public relations. Called Web 2.0 by Tim O’Reilly, of … Read more

Bruno Amaral Bruno Amaral

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Fighting the Hype, first steps

The last few posts make up an introduction to online communication. In very broad strokes they attempt to give you an idea on how I think about the … Read more

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New Ways To Communicate

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Publish First, Filter later

To solve the puzzle presented by the excess of information we adopted a series of mechanisms to gather and organize online content. Search Engines were one … Read more

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The Excess of Information

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Intro – The Internet

It is wrong to think about the Internet as a platform or a mass media channel. What began as a project from the Advanced Research Projects Agency (ARPA) … Read more

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Fighting the Hype

Over the next few weeks I will be publishing a small series of articles, most of which are the translation to english of previous writings. The point of … Read more

Bruno Amaral Bruno Amaral

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