Overall last couple of years, I have been writing about the seamless boundaries or should I say vanishing boundaries between various media. If you are in marketing, communication, media and the like there seems to be thin lines dividing marketing, technology and media/publishing. This has led to the need of host of new areas like Marketing Metrics - marketing accountability, marketing ROI, Conversation Media - Blogs, Social networks etc. Marketing technologies - Cool marketing apps, CRM, campaign management tools, analytical applicatons etc. There is an increasing need to connect them together and see them feed-off one another. Here's a nice post by Brian Solis on the same:
As a communications or service professional, you'll find yourself at the center of the prism - whether you're observing, listening or participating.
As conversations are increasingly distributed, everything begins with listening and observing. Doing so, will help you identify exactly where relevant discussions are taking place, as well as their scale and frequency. This dialog can be charted into a targeted social map that's unique to your brand.