Tom Friedman is usually very good at explaining the disruptive influence of new technology and the implications for the global economy, even if he isn’t the first (or second) to notice something.

The latest phase in the I.T. revolution is being driven by the convergence of social media — Facebook, Twitter, LinkedIn, Groupon, Zynga — with the proliferation of cheap wireless connectivity and Web-enabled smartphones and “the cloud” — those enormous server farms that hold and constantly update thousands of software applications, which are then downloaded (as if from a cloud) by users on their smartphones, making them into incredibly powerful devices that can perform myriad tasks.

The emergence of the cloud, explained Alan Cohen, a vice president of Nicira, a new networking company, “means than anyone can have the computing resources of Google and rent it by the hour.” This is speeding up everything — innovation, product cycles and competition.

The October issue of Fast Company has an article about the designer Scott Wilson, who thought of grafting the body of an iPod Nano onto colorful wristbands, turning them into watchlike devices that could wake you up and play your music. He had no money, though, to bring his concept to market, so he turned to Kickstarter, the Web-based funding platform for independent creative projects. He posted his idea on Nov. 16, 2010, reported Fast Company, and “within a month, 13,500 people from 50 countries had ponied up nearly $1 million.” Apple soon picked up the product for its stores. Said Alexis Ringwald, 28, who recently founded an education start-up, her second Silicon Valley venture: “I have many friends — they introduce themselves as ‘reformed’ Wall St. bankers and lawyers — who have abandoned conventional careers and are now launching start-ups.”

Some like Rich Kaarlgard have been describing this as the “cheap revolution” for years. Friedman is explaining the new developments in that area. We now have it all at our fingertips all the time. It’s a powerful and exciting development. Kickstarter is a great crowdsourcing example that thrives in this environment.

Friedman uses the column to contrast Wall Street and Silicon Valley. It’s a good read.

The shift from old media to new media is accelerating, and now more companies are using bloggers to help deliver their brand messages. Here’s an interesting example from Vaseline.

If you’ve been complaining about dry skin on the Internet, Vaseline may have heard you. With winter just around the corner, the brand is announcing a new advertising campaign for its Vaseline Intensive Rescue skin cream product, sold by Unilever. The campaign represents the first time Vaseline has used crowdsourcing to find product spokeswomen.

“The core of the idea here is to find women where they talk about this problem,” Anne Jensen, the senior brand building director for beauty care in the Unilever personal care division, said of the company’s decision to the scour the Web looking for women who were talking about their dry skin.

Vaseline worked with the New York office of the agency Bartle Bogle Hegarty on the campaign to restage the brand with things like new packaging and product improvements and to find women bloggers who could represent the campaign.

“Most Vaseline campaigns are rooted in real stories by real people. That’s what makes it authentic,” said Ashley Bekton, group business director at Bartle Bogle.

The agency worked with a subcontractor to crawl the Internet for conversations around words like “dry skin,” “lotions” and “skin issues,” and to scan blogs and social media sites like Twitter and Facebook for conversations people were having about those topics.

The company ended up selecting three bloggers who will write about their experiences and be spokespersons for the brand. Interesting stuff.

At least the approach is methodical. Some companies think they can hire a couple of interns to run Twitter and Facebook and all will be well . . .