Attitude has a lot to do with social media. If you want to change the way the world sees your organization, you first have to change the way your organization sees the world.
Gaping Void once wisely scribbled;
Ask yourself:
If a consumer decided to take a swing back at you for saying something stupid, would you win the fight? And even if you did manage to win the fight, was it worth it?
How much would it sting if the customer was right? Does it sting less if the blogsphere was wrong?
Is this really about picking sides?
How will you ever fill the needs of your consumers if all you do is tell them what they want by saying what you want to hear.
The consumer has a medium now. They don't call themselves "consumers", and they don't label their medium "commercial". They are "contributors", and they call it - Social Media.
If you want to play in their space, you better be ready to listen.
The more I deep-dive in social media, the more I realize that it isn't about replacing traditional media, nor is it an accompanying strategy to a traditional campaign. In fact, it's about meshing social media concepts into the fiber of what you are already doing.
It may not be a slick, but it can be. It may not be what you are accustomed to, but it will be. It may not sustain the big agencies of Madison Ave, but at least it's sustainable.
The fight is over, but you can still decide if you win or lose.
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