Chapter 6: The Traditional's Handbook 4w645a

Chapter 06 Summary: 1) Employees attempting to use New Media can be categorized three ways: “Get-Its,” “Running with Scissors,” and the “Traditionals.” 2) Executives must understand the motivations of each group in order to make informed decisions. 3) There are many objections to the use of New Media, such as ROI, professionalism, and measurement. All must be understood before using New Media technologies. 2931g