Executive Summary of the The New Symbiosis of Professional Networks Report:
The convergence of the Internet, Web 2.0 and mobile technologies has created a disruptive shift in business. The era of Business-to-Person (B2P) communications driven by all things social (social media, social networks, and social influence) has emerged as a new model for engagement and Social Media Peer Groups (SMPG) have evolved to take important and influential shape in a new business and economic environment.
This shift has disintermediated many long-standing marketing, communications and selling beliefs that have traditionally guided how companies interact, support and collaborate with their customers. We now work in an environment where companies have diminished control over the reputation of their brands, products and services as the wisdom of crowds increasingly dictate the rules of reputation management and selling. Through the use of social media, customers and prospects now have an almost instantaneous platform for discussion of their ideas, experiences and knowledge. Increasingly, the use of social media is playing an important role in the professional lives of decision-makers as they utilize the tools and mediums before them to engage their decision-making processes. The social nature of decision making has increased with impressive strength connecting generations of professionals to each other – changing the dynamics of customer relationship management, marketing and communications, forever.