Did You Know 4.0

Worth watching.

A comment on the social networking highlighted in the above video. There are those in public diplomacy who seem to think that if you simply build the network (i.e. create relationships) your problems will be solved. But the network requires attractive engagement and a two-way benefit. Te network creator must benefit from the network lest you abandon it. The same is true for the creator’s benefactor (i.e. appropriator). Participants must benefit, or believe in a future benefit, if they are to engage and promote, as your proxy, your network to their networks. The goal of social networking is not to build relationships but to build mutually supporting and attractive engagements in support of some goal that may or may not be shared by creator and user. Seems basic, yes, but… 


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