A recap of the previous week’s POV posts:
2/1: Can You Be Both a Tactician and a Counselor? (PRWeek): Research among CEOs and line-of-business executives reveals that the single-most common criticism of communications professionals is that below the CCO level the function is primarily occupied by tacticians. A common result: when divisional or business unit leadership meet to discuss strategy, the PR person — perhaps other than the CCO — is often left out.
1/31: Extend Social Media Beyond Communications and Marketing: We’ve seen many companies struggle with the question of who “owns” social media. In one sense, you are communicating to customers, so it must be a marketing function. But, isn’t marketing usually “paid” and communications “earned?” If so, most social media profiles are “free,” so it must be a communications function! Well, we’ve seen the most successful social media companies embrace both and use cross-divisional teams to find manage the space.
1/28: Crowdsourcing, Innovation, and … the Home Shopping Network?: Anyone who watched the President’s State of the Union address this week may have noticed the many times he used the word “innovate” throughout his hour-long speech. The morning after, many op-eds complained that for all the talk of “out-innovating” the rest of the world, the President didn’t provide any concrete examples of how he envisioned America achieving this. According to a new article on Mashable, 2011′s focus on driving innovation may have an unlikely leader in the Home Shopping Network (HSN), as their new crowdsourcing project suggests.
1/27: A Case for Social Media Access at the Office: It’s an oft-discussed question in many IT departments and beyond: should employees have unrestricted access to the internet (including all the social networking they can get their hands on) while at work? A recent SocialCast report suggests that there might just be a productivity bump to be had from such access.













The New Age of Engagement…It’s WOM on Steroids
Jeff Hunt
February 22nd, 2010
The fundamental rules of effective marketing are being rewritten. The rapid evolution of social networking technologies is making it easier for customers to get more precise information. It’s making it easier for them to consult one another, and it’s fundamentally impacting the way they make purchase decisions.
Customer experiences have never been more important. Word of mouth has been put on steroids.
So what does it mean to marketers? It’s the arrival of a new era, where engagement is the new currency that drives customer loyalty. But engagement must be defined as a true exchange of value and not just the act of pushing information. Getting someone to visit your web site is not engagement. (more…)
Tags: Add new tag, Commentary, Engaged Enterprise, Reputation
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