Every Company Is A Media Company

Corporate Communications in a Social World

By Don Bulmer

Every company is (now) indeed a media company.  Over the past two years, many communication leaders have had to rethink the design of their programs, mission, organizational structures and purpose - to better enable their companies to lead in a hypercompetitive and increasingly social business environment.

Without a doubt, social media has creeped its way into the core of business operations and strategy at companies of all size and industry orientation - around the word. 

Business leaders are starting to take stock of how people (consumers, employees, partners and influencers) are using social technologies to inform, shape and share opinions about their companies.  In fact, many companies are actively incorporating ‘social strategy’ and ‘social thinking’ into the core of their innovation process (research and development), service and support operations, sales and partner programs, and of course employee engagement efforts.

Principles of Influence in a Social World

By Don Bulmer

“People don't change behavior or positions based on what they know. They change based on what they feel.” – Oprah Winfrey.

This is an extremely powerful and clarifying statement from one of the most successful and influential ‘social’ leaders of our time.  What makes Oprah Winfrey so influential, anyway?  In my view, she is successful because she has a pulse on the issues and concerns of millions of people within her core audience.  She is a master at channeling and telling stories based on both her own experiences and those of everyday people.  She comes across as accessible. She is a masterful communicator and understands the importance of authenticity. 

Regardless of your view on Oprah’s politics or opinions…it is hard to deny the great and transformative power of her influence.

There are many things that Oprah’s statement and viewpoint inspire in me – particularly in a business sense.  If you agree with the premise that we live and work in a world that is increasingly becoming more ‘social’ then you will also understand that new rules are being written in business for companies to be successful and compete in this new environment.