The Caribbean has been slow in exploring the benefits to be derived from information communication technology (ICT). Social media has now become a bona fide societal trend globally. Gone are the days when companies and business professionals could ignore online communities.
Digital technology is changing the way people do business. Economic and trading relationships are being transformed and new forms of organisational structures are being created. Futurist Alvin Toffler describes this period of economic revolution as the "the third wave economy".
Technology driven communication accelerates word of mouth spread of information. According to the Online Publishers Association Internet Activity Index for February 2007, the ratio of consumer’s online time was split as follows search time 5%, commerce 16%, communications 34% and content 45%.
Social media sites like Myspace and Facebook are usually seen just as places where people go to connect with friends and find others with similar interests, but a new report conducted in part by TNS Media Intelligence / Cymfony reveals a very different story. The report found that 40% of all social networkers said they use social networking sites to learn more about brands or products they like.
Currently, Facebook has in excess of 40,000 registered users on the Trinidad & Tobago network and Hi5 another 69,000 plus registered users.
The mass media has demonstrated some initiative and is way ahead of the game. Mass communication has traditionally been categorized as a one-way dialogue with reader/viewers, but that is a thing of the past. Now, there are blogs and interactive sites where readers can leave their comments and join online communities.
Regrettably, the Trinidad & Tobago Public Relations Association has not been as adaptive to these changes in our global environment. We are entering 2008 and the local chapter is yet to post a website to demonstrate or acknowledge its appreciation of the major shift in global economic trends.
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