- 2009/03/03 Tue
- お仕事関連 > 変化する社会 > 何が求められてゆくでしょうか
すでにがっぷり四つに組んでWebを生活の一部としている方には、何を今さらでしょうが、おさらいとして確認するところから入ってみたいと思います。
生活の中にインターネットが入ってきたことで、大きく生活も変わってきました。
今まで人の記憶を脳以外に残しておくことは、文字・音楽、写真や映像に置き換えて保存するしかなかった物を、データーとしてコンピューターに保存できるようになり、ネットで繋ぐことで情報という名の記憶を、世界の人と共有することが可能になりました。
その情報がどこにあるのか調べ上げて「ここにあるよ」と教えてくれるのが、Googleを始めとする検索サイトでしょう。
今までそんな情報が有ることすら知らなかった物ですが、文字や写真などのデーターとしてインターネット上に公開してあれば、欲しいと思う人が検索することでコミュニケーションする事も可能になりました。
今までは企業が社会とコミュニケーションするためには、新聞や雑誌、テレビと言ったメディアを通してでしか出来なかったことから、PRという仕事は、プレスリリースをメディアに取り上げてもらえるように力を注いでいました。
でも現在では企業側からの情報は、メディアを通さなくても、ダイレクトに社会に伝えることが可能になっていますし、反対に聴く事も出来るようになっています。
流通にしてもそうです、今まではデパートやスーパーと言ったお店を通して購入していた物が、Webページを窓口に様々な物が購入出来るようになりました。
しかもスーパーなどに並んでいるナショナルブランドの商品だけではなく、旅行に行って口にし、美味しいと感激したような物まで、ダイレクトに購入することも可能です。
数十年前に買うことの出来なかった物さえ、Yahoo!のオークションを覗いてみると見つかることも少なくありません。
先日のコラムにも書きましたが、生活している社会にWebという社会が増えたのです。
今までの実社会中心から、Webに乗り換えなければと言っているのではありません、実社会とWebと両方の社会を考えていかなければいけないのです。
これからの企業活動は、この新しく増えたWebという社会と上手く付き合っていかなければ、企業として、組織として活動が出来ない時が来ます。
対メディアに対しての、広告を打つ際に考えるマーケティングで考えられていた「ユーザー層」と言う考え方から、Webでは全てユーザー一人ひとりに対しての、ダイレクトな発言になっていきます。
サイトのデザインやプログラミングは外注も出来ますが、社内情報を発言して行くのも、お客様の声をダイレクトに聴くのも、社内での専任スタッフが必ず必要になってきます。
企業とWebの付き合い方を説明した本も沢山出版されていますが、担当する部署の人間が、先ずはWebという社会で実際に話を聴き、発言してみることでリテラシーが構築されるのではないでしょうか。
既存の広報やマーケティングの仕事と、Webリテラシーは大きく違います。
新しく出現した社会の中で、生活出来るスタッフを育てることも必要です。
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- ahr147 2026/06/16 14:29
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