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For a long while now, Jevon MacDonald and I have been grousing about how the different players involved in delivering 2.0 solutions to business can often be confused and misunderstood. We started working on a graphic, which I'll happily “open source” for anyone's input or for re-purposing. Just send me a note and I'll invite you to the shared space we are working on at Vyew.
Generally speaking, there are primarily four logical groups with similar characteristics:
Digital Marketers: These are the good folks who track what you're searching for and buying on the web. They create digital brand extensions of leading brands and develop imaginative ways to capture your attention online.
Social Media: This group comprises a vast group of players who are exclusively focused on how communications in the interconnected social web impacts influence. Predominantly, the people involved with monitoring social media are involved in marketing communications.
Enterprise 2.0: Within the Enterprise 2.0 area of expertise, whether it's behind the firewall or out on the open Internet, this core area specializes exclusively on delivering a business value via 2.0 technologies.
Mass collaboration: This group is more symbolic of a new way of thinking about collaboration than any specific 2.0 tool. The notion of reaching outside of your boundary (whatever it is) to co-create innovative solutions is key here.
Although there is overlap among all these groups, the areas of focus are distinctly unique. Of course, businesses can benefit by incorporating the expertise from all these areas, but they'd need to source it separately.