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Digital first is the new paradigm, because if business works in the complex world of social media, it will work everywhere else as well.
Remember that epic ice-cream debate scene from the spin doctor movie Thank You For Smoking?
While mass media pushes its media logic onto the population, the networked agenda-setting process is being dictated by algorithms based on user behaviours.
Jerry Silfwer aka Doctor Spin is an awarded senior adviser specialising in public relations and digital strategy. Based in Stockholm, Sweden.