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Phsoffer
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Another interesting post, Allen. In my comment to your last post, I said that the intent of the communication matters more than the medium. I want to amend that, though, to say that different media have different constraints and affordances, and that these differences are going to affect how we measure their impact. With Twitter, it's really easy to set up an account. It's also relatively easy, especially if you're a big company with one Twitter account, to gain a lot of followers and be seen as "influential." So a lot of people on Twitter are like Daniel Boorstin's celebrities: they're known for their well-knownness. I think it's a little bit harder to see from these coarse-grained metrics whether a company is walking the walk on Twitter. For example, here are two things that I think a company that's walking the walk should do on Twitter that would probably not be reflected the above: * Encourage key employees to Tweet under their own names and not just RT the corporate line. * Encourage members of their customer network to participate on Twitter in a fashion that goes beyond engaging *them* in transparent dialog. I would argue that the corporate Twitter account is probably not the place where the interesting Social CRM action will be happening. Phil
Great post, Allen. One thing that you do in here that I want to amplify is that you distinguish between blogs that have comments and blogs that are in the "newsletter" format. An important element that Mitch Lieberman and I have been discussing is the intent of a communication. It makes a difference in Social CRM practice whether you're using a blog as a newsletter or using it as a medium for dialog. A blog that's a newsletter is really no different from your corporate web site. The medium (blogging) matters less than the intent (dialog). Phil Soffer Lithium Technologies
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Mar 29, 2010