Networking means one thing to Mark Zuckerberg, but quite another to those of us in the business of strategic communications. Zuckerberg's Facebook is only one conduit in the stakeholder network that helps organizations in a radically new world enhance their brand, move market share, and achieve their public policy objectives.
It is clear the traditional hierarchical - or pyramid - structure of communications is no longer applicable. It has been replaced by a new paradigm - and one that's really ...