Although he didn’t realize it at the time, this gentleman was actually live-tweeting the raid on Bin Laden’s compound in Abbottabad a couple of days ago.
Twitter ‘broke’ the news that Bin Laden was dead late last night, before mainstream media did. As @ReallyVirtual’s tweets show above, the information was actually out there a couple of days earlier. The lesson for mainstream media is the same as it is for your company: Anyone with access to the proper devices can use social media to create and distribute content faster than you can.
The days of creating and distributing a carefully-crafted message via only the channels you select, are over. Mainstream media, to its credit, is realizing this, and is using social media to supplement its efforts and improve how it delivers news, and incorporates reactions from others.
Today, your business is no different. You have to make the choice to begin to participate, or to begin to become irrelevant. But thankfully, the choice is still yours to make.