Social Capital Value Add: Value Based Management for the Networked Age

September 10, 2008

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"The marketing/communications mix is completely different than it was before 2004. Broadcast's monopoly on attention is dead. The symbolic brand, which has been the fastest growing source of corporate value for the last quarter century has reached its pinnacle. It is being absorbed and replaced by memetic brand. Technologies have evolved and mapped so tightly against the way humans transact, form relationships and create self-identity that it is time for business management to link the pioneering academic studies of social capital and social network analysis (SNA) to value based management and the priorities of marketers. The transition required is no less abrupt than that moment when the search of Dorothy, the Tin Man, Scarecrow and Lion reaches confrontation with the Great Oz faade and the curtain is pulled back to reveal a mere mortal. The corporation is at risk of being the 'humbug' caught shouting into the loudspeakers and pulling at the mechanistic levers of the past."

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