Social media isn’t new. The internet was created to allow people to talk to each other.  In 1969 five US universities were linked together for the first time with one primary objective; improved communication. Word of mouth. So, social media isn’t new, but it is a lot more interesting of late.

It is also game changing.  Years ago, Steve Jobs at Apple reputedly recruited Pepsico president John Sculley with the question, “Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?” Steve Jobs and Apple have changed the world, as have Mark Zuckerburg and Facebook, along with Ev Williams and Biz Stone at Twitter and so will music streaming Spotify supremos Daniel Ek and Martin Lorentzon.  We, all of us, can too.

Social media isn’t just the democratisation of published opinion; it impacts on choice, opinion, news, entertainment, politics, art, health, well-being and the world.  When the post election protests erupted in Iran, Twitter and Facebook users persuaded CNN to change the way it was covering the crisis.

This isn’t just about words or even news and opinion it incorporates and allows the proliferation of artistic endeavour in all its forms.  That is why, in the new world of media arts led marketing communications, the quality of thinking and strength of creativity are paramount.   In a world where everyone has a voice standing out from the crowd, being disruptive, becomes more vital than ever. We must seek out the idea, the point of view or the piece of insight that will capture imaginations.  Whilst the way we deliver messages may be changing, the fundamental principles of communication remain the same.

Something that has altered is the breakneck speed at which things news and ideas can travel. We need to adapt.  The world is evolving and it is happening quickly. The web itself has just turned eighteen, YouTube has been around for only four years, (it was sold for $1.65 billion after less than two) and it is less than three years since Facebook was launched to the public. Spotify still hasn’t had its first birthday.

London is and will continue to be at the heart of all of this.  London’s arts and cultural sector is worth £30 billion and more than half a million people are employed in the sector.  It is home to social web entrepreneurs like Michael Birch, founder of Bebo and Brent Hoberman of Lastminute.com, who are behind a fund that has invested over £120 million this month in the development of Tweetdeck the leading Twitter platform. On 5 August London became the global twitter capital with more activity on the microblogging site than any other city.  Social media is bringing London to the world and the world to our doorstep.

If you have any questions, comments, or suggestions please email Rob Brown, Managing Director, Staniforth\.

Direct Line +44 161 919 8002