Very encouraging story...

It's very encouraging to read stories like the recent post on Mashable about Telstra and their commitment to social media.

Telstra have recently announced mandatory social media training for its 40,000+ staff. They have formalized a '3R's' policy (responsibility, respect and representation) which will empower every member of staff online.

Furthermore, they are re-enforcing their commitment to transparency by announcing their intention to publish their training guides on line.

Well done Telstra.

If you look at the Mashable link you will also see that Pepsi have announced they are withdrawing from Superbowl advertising after 23 straight years. This is not a cost cutting exercise, they are spending the $20 million budget on a social media campaign instead. As reported on Mashable, "Rather than spending money on a Super Bowl ad, Pepsi will launch the Pepsi Refresh Project on January 13, 2010. At that time, users can submit their ideas to Pepsi for ways to refresh their communities, making the world a better place."

This is a major piece of news because Pepsi were one of the companies that made Superbowl adverts iconic in the past, their shift to social media speaks volumes about the changing nature of communication, advertising and engagement.