In my last post I talked about how all media is social. Before I get to my examples in the next few days, I want to talk about the implications of these changes on institutions. Essentially, the process goes like this:
When institutions try and fail to meet the new constituent needs, we witness a deceptive width of the chasm between the current state and the emerging state. In reality, the chasm isn't that wide. The real obstacle is the process and philosophical shift required to operate in an entirely new way.
As my colleague, Pete Kim, so eloquently said it, "many brands secretly fear that connecting with the community will lead to dilution and destruction."
So the real challenge is changing the organization, not meeting the new needs. We see the distance between these types of events get shorter every year, especially in recent years. The 'new organization' must embrace change as part of it's DNA — it's underlying structure must embrace an operating paradigm that enables ease of adaptation.