Traditional business terminator

Facebook founder Mark Zuckerberg publicly supports a rule that the amount of information shared on the network will double every year. The impact of this idea on business is the theme of the new book "The End of Business as Usual" by technology writer Brian Solis.

Solis is an internet fanatic. In his speech, he controlled the number of words per page of slides within 140 characters so that the audience could publish them on Twitter. He said that this information sharing is the gospel of business.

He cited a few examples to support his point of view. PC maker Dell has said that the company’s average number of Twitter mentions each day exceeds the total of the 12 largest US newspapers. Companies and social media are so inseparable that Google’s launch of social networks initially spurned users’ anger when they refused to join the company. They called Google+ useless. Google quickly corrected this.

The Internet means that consumers can express their opinions quickly and easily. For example, last year, apparel company Gap was forced to abandon its plan to change its logo after being criticized by online bombings. Solis realized that more and more Internet users want to get more than just interaction and control, they also want to get product discounts. Solis said that it is not enough to build a trendy website and then expect consumers to visit. If you do not systematically analyze how network technology changes consumer behavior, companies will face extinction caused by "digital Darwinism."

He cites quite a few examples of companies that reward consumers who promote them through social media. Gap launched a promotional campaign to give a 25% discount to those who use the smartphone location service Foursquare to find their stores and spend. Such discounts make sense in the business world. Solis said that retailers must compete with competitors because the phone can search for the cheapest product.

The downside of "The End of Traditional Business" is that readers of the book will find that some of the popular phrases in the book will hinder their reading. Such as web celebrities (weblebrity), those who are concerned about the popularity of the Internet, personal systems (egosystem), next-generation networks (nextworks). If you are an impatient Twitter user, they may not even read the first page. But if they can tolerate the buzzwords and mashup sentences, corporate planners may be able to reap some practical insights.