Social media are about people not technology.
Communicators are forced to make this point again and again …. in discussions with the IT department or with reluctant clients.
Need an example to convince them?
Chile has a great tradition of citizen activism, which in the past few years has been successfully migrating on-line.
During my recent visit to Santiago, 3 pharmacy chains (Ahumada, Cruz Verde and Salco Brand) were accused of collusion. From November 07 to April 08, they had jointly agreed to increase prices of medicines.
The case caused an uproar in the press. It also prompted an internet user to develop a Google map that would help people identify “safe” pharmacies which had not been part of the collusion scheme.
And Chilean netizens used Facebook to organise an official boycott of the 3 pharmacies on April 7.
Still believe we are only dealing with a bunch of web site????
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