Social communication is not new, but technology has been the catalyst to extend physical communities into virtual communities. Mass communication will not disappear, but online word of mouth and our increasing trust in the opinions of someone within our communities is redefining the communications landscape and the way organizations relate to their stakeholders.

Keith Childs is a Digital Communications professional in Opel Europe. He integrates social & new media into "traditional" communication strategies. The content he posts is his personal opinion. It does not represent the views of Opel, GM, its subsidiaries or joint-venture partners.