A reason to blog
The Internet is fully integrated into society. If you are not blogging, or keeping an eye on your brand recognition online - then you need to read a book called "Groundswell" by Forester researcher Charlene Li and Josh Bernoff.
Many companies protect their brand and their name by trying to control negative publicity. These days, trying to control what people say about your brand, has the opposite effect.
Here's a simple case-study that proves the power of the blogosphere:
"In April 2007, a blogger working at a Dunkin' Donuts supplier in South Korea posted an entry titled 'Truth About Dunkin' Donuts,' including accusations of food preparation in unsanitary conditions and a picture of a rusty boiler that allegedly contaminated Dunkin's doughnuts... Dunkin' Donuts was able to persuade the site hosting the blog to remove the item, but it couldn't stop the spread of the conversation in reactions from other bloggers. The entire episode was covered by the Korea Times, surely not the end point that Dunkin' was hoping for*."
Forester research identified a trend in 2006 that people were using internet tools to hook up with one another - which could be seen as threatening to companies when they realise they have little, if any, control online.
Dell computers have 40 staff members whose sole responsibilities are engaging with customers online. There's no way that new media is going to disappear - so find ways to engage with your clients today!
*Li, Charlene & Bernoff, J. 2008. Groundswell: Winning in a world transformed by social technologies. Harvard Business Press: Boston.
Wordy thought for today:
Auto-antonyms are words which have two or more generally accepted meanings in the English language that directly or generally contradict each other.
- Example: anabasis means:
- (1) a military advance (2) a difficult and dangerous military retreat
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