read on. But if you are, which I highly doubt, read on still.😀
The Internet is a double-edged sword. Yes? Yes.
For one, it allows individuals to create their own niche in the connected world. It allows organizations to thrive into communities of their consumers and enables them to listen to what their market and competitors have to say online. It makes organizations know the digital habits of their market and potential customers. It empowers organizations to build relationships with practically everyone online.
Now that platforms for digital marketing are everywhere, organizations can communicate effectively more than ever with their consumers. It’s just like how we are to our friends- we ask them their opinions on our clothes, on our image, on our secrets- before our dirty issues leak to gossipers.
The only difference with communicating with our peers from online communication is that the latter actually involves the critics as well, but only more collaborative this time. Gossipers are not the enemies now, they are sources of good insights that can largely contribute to the success of these organizations.
And it is not only through these online platforms that organizations can actually get information from everyone. Tracking conversations about them is easy since “word of mouth is now a public conversation, carried in blog comments and customer reviews.” – Chris Anderson, Wired Editor.
On the other edge…
While organizations learn about these conversations and once they decide to involve themselves in these conversations (and by involved I mean actually learn and apply these ideas) the content that they will publish online becomes representative of the identity of the organization as a whole. No matter who the voice was behind the comment, it will still be taken by the audience as the opinion coming from the organization.
Remember the Baby James’ “scandal” during the campaign season?
He is one young Aquino, nevertheless, he still is from the Aquinos.
Although he is forgiven for he is cute and cool (well at least that’s what I think), once it is online, it stays forever. So if we don’t roll like how Baby James does, despite the strong calls for transparency and openness, organizations (and everyone online for that matter) must filter,filter,filter everything before hitting that publish button.
“Social media is becoming part of who we are. It’s a way to communicate with our customers more effectively. And that lasts forever. It is not going away.” – Bob Pearson, VP for Communities and Conversations, Dell