Shel Holtz talks about a communicator’s place in the social media mix.
“We’re still trying to achieve organizational goals and objectives through our communication but we’re not producing all of the content anymore. The consumers are producing the content.”
“We used to have to rely on the filter of the media because that was the only way we could distribute our message. That’s not a requirement anymore.”
“The influence we used to wield through television commercials and media placement in the light is now being wielded by people who are trusted and articulate and accurate when they are talking with other people through social media channels.”
