As Clay says, there are 4 fundamental shifts that make this a revolution in communications:
1. Communications is no longer one to many, but many to many, between peer groups and individuals where there are many connections and dialogue is bi-directional.
2. Media has migrated to Internet. All Media is beside each other and on your desktop and in your hand.
3. Consumers are publishers. This means a vast expansion in channels and mediators who transpose information relative to their peer group, and even to fragments within peer groups.
4. The network is vast and growing exponentially. The size is the square of the of number of nodes. Messages will be vastly differentiated and targeted.
The fact is, all of us have different priorities at different times. There can be many yous: parent, child, family, business person, adventurer, joyful, sad and more based on situation and pretext. So how can one message ever be enough, even for one person? Message must vary to appeal to me and you based on our mood, role and goal. We are not, in tourism, about one thing only, and each aspect of our service will needs its own message and its own audience. Communications then is far more personal and fragmented than we have so far catered for. Now with the emergence of a new communication landscape, which we so far call Social Media, the message is never all things to all people. It is as varied as human behavior itself, adapting to its group and occasion based on its participants at any time in any media. And why; because it is like a conversation where we are not ever a single participant. From many comes the new!
See more at http://axses-ianclayton.blogspot.com/2011/08/social-media-is-not-about-being-social.html
AXSES introduces the new Fan Post Engine for Travel and Tourism suppliers. Following up on its arcResBookings.com Platform, this new Facebook application for hotel and tourism companies, builds the Special Offers" Fan page and post your content to it.