I see the competition of Kindle and iPad stems from the division of stakeholders with textual thinking habit and those with visual thinking habit. In social media field, we can also see the such division of channels. Scribd acts as a textual contents’ YouTube is becoming more and more popular. This online platform enable people publish and discover documents on the web. Working like YouTube, Scribd hosts the library of uploaded texts instead of videos. The Scribd representative claim that people can find more information on their site than on Wikipedia—about 5 billion words versus 2 billion. Unlike blogs, the content on Scribd keeps its original textual format (font size, color, type and many other rich formats like pdf, docs, PowerPoint slides etc.) The site will automatically change those formats into flash file which enables the faster and easier reading experience.
It can be another important promotion tool for PR practitioners.
First, Scribd has tags for embedding documents onto the company’s website, or other social media site (e.g., blogs, Facebook, MySpace): the document can be embedded to those sites like an embedded video. This makes those sites with more varieties of contents that fulfill more stakeholders’ needs.
Second, we can create and track the online communities on Scribd. People can share and find new content by joining a Group on Scribd or start one of their own. The common interest brings people together who can participate in discussion threads.
Third, we can tract and evaluate the popularization of the content through browsing by what's popular—Most Viewed, Most Liked, and Most Discussed.
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