This statement comes from Brian Solis in his new book, The End of Business as Usual. He shows this wonderful photo from a Missouri School of Journalism class a few years back:It’s a great visualization of our changing marketing universe. With social media, we’re not in an egosystem, we’re in an ecosystem with multiple layers of interaction and influence.It’s no longer a model of – we speak and people listen. When we speak, an interesting process starts – if we’re interesting enough.1. We speak2 The People Formerly Known as the Audience or PFKATA (Jay Rosen’s term) turn what we say into a social object3.In that process, PFKATA earns an audience of its own, leading to another shared experience4.And so on.The amount of sharing grows every year, and connections around that sharing grow and shrink based on the needs of the network members.Solis rightly notes that therefore, before we speak via social media, we should think about this world and ask ourselves:1. Why would anyone want to listen to us on any social network?2. How can we deliver value, experience or content worth sharing?3. Why should people want to stay connected to us over time? Why should they come back?4 Why should they choose to ask others to share our content?5. Why would they invest their time and express loyalty in their networks?We need good answers to these questions to truly turn social media into a conversation for good. When you think about your audience as an audience of audiences with audiences, not only does your mind spin, but you begin to understand that simply speaking is not enough. And it becomes evident why your Facebook page might be a ghost town. In this world of audiences within audiences, you won’t get past the first group – TPFKATA – unless you are connecting based on something truly worth sharing.