Marketing Mediation and the New Media

I’ve written before about the up-and-coming ways (well, they’re actually already here) of marketing mediation online. Now, in his article 8 Reasons Why New Media is Growing, Darren Rowse of ProBlogger has outlined several compelling reasons to catch the wave, including:

Participation: Expertise and knowledge are still valued but there seems to be a move towards an understanding that true expertise lies in the collective rather than the individual. As a result, conversation and a sense of belonging are central in many forms of new media.

Suspicion of institution: I don’t have figures to back it up but anecdotal evidence among my friendship groups seems to indicate a growing sense of disillusionment and suspicion of mainstream media outlets.

Relationality: [N]ew media is at its best when it involves conversations, collective learning and being a part of things that are bigger than just yourself.

As you consider how to market mediation or ADR most effectively, these trends are powerful reasons for tapping into new technology to promote and build your practice.