Digital engagement using social technologies can be exceptionally powerful and can be a business risk. The platforms produce a lot of information and data. In this TV show Professor Ian Golding explains that instantaneous online platforms are difficult to digest.
Digital engagement impact
I think we are still grappling with what it means, social technologies again have immense power.
We have seen how they have been used in very very positives ways. In the Arab Spring
for example. In many other places where they have become a political force.
Wiki closing it's website effectively for 24 hours on the political processes in the US was quite remarkable, it led to the reversal of legislation, very rapid new forms of political mobilization have resulted.
We have also seen how it has led to the collapse of reputations.
Photographs of the gulf oil fuels for example have led to very very serious loss of value for shareholders and this will continue.
I think the danger with it of course is that there's a lot of herding, a lot of trivia.
Discerning in this data deluge whats is significant, what matters, and what one shouldn't absorb is the biggest challenge.
So it's like drinking from a fire hydrant, very difficult to do effectively, and that power is only going to increase over time.
So working out what we absorb and how we absorb it, how we learn from it, I think is going to be absolutely critical.
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