Its clear that the internet’s function as a ‘two-way communication channel’ has revolutionized the traditional relationship between an organisation and its public. However with the word ‘social’ now dominating internet lingo, the term ‘two-way communication channel’ becomes a dated understatement.
As coined by a recent Ipsos MORI report: “The Internet is not a two-way communication channel, but a communal one”,
The report is one of many that recognizes the huge potential of an increasingly social internet, where people connect themselves to an organisation without a second thought. Read more »