In yesterday's Guardian famous blogger Jeff Jarvis told journalists that they must take responsibility for declining sales and he challenged the notion that a newspaper is an immutable product http://www.guardian.co.uk/media/2008/oct/13/digital-media.
He acknowledges that some journalists know they must update their sites with Twitter, social networking, Google Maps and video, but believes there is a greater need and opportunity to rethink and reinvent journalism.
'The internet is not just a glittery gadget. It presents the circumstances to change our relationship with the public, to work collaboratively in networks, to find new efficiencies thanks to the link, to rethink how we cover and present news'.
It made me think how applicable this attitude is not only to journalism but all business sectors. It is one thing to update your website but it is a different challenge to look at how you can use the internet and the latest social technologies to reinvent your business and transform the way in which you communicate with important stakeholders.
www.itsopen.co.uk
