Facing the 'new media' challenge
28 April 09

All organisations, not just media, are facing unprecedented challenges in dealing with the realities of new media according to a report by VINT, the Research Institute of IT services company, Sogeti.

"We are in the middle of the third media revolution which is driven by the Internet. This is turning traditional relationships involving brands, organisations, politicians and the public on their heads," according to Menno van Doorn, director of the research centre of the Sogeti Group and co-author of "Rise of the Conversation Society - Past, Present and Future of the Third Media Revolution" recently launched in Ireland.

Mr van Doorn said that the rise of social media such as blogs, youtube and My Space means that the consumer is taking charge rather than companies, authorities, traditional media and politicians.

Now, 80% of 18-26 year olds are actively involved in web media, such as blogs and social networks.

Mr van Doorn said the third media revolution is bringing profound economic consequences. "Relationships between organisations and customers are changing. Organisations must adapt to the mores of a new virtual reality. As in the previous era, the customer remains key but only now is that real."