First, and foremost, even though most of the social web action is personal, the revolution has been a communications revolution, first and foremost, not a business revolution. As a result of this irrevocable change in the what, where, when and how we communicate, businesses need to learn how to use these new communications channels – because that’s how their existing and potential customers are communicating. Its simple really.
1. Find out where they are communicating such as Twitter and Facebook as well as traditional channels (phone, email) and understand how to use those channels. Outreach, in other words.
2. Find out what they need from you to communicate and provide them with the channels to do that e.g. a service community. Inputs, in other words.
The value to your business? Happy customers. The same as always.
If you’ve done that and accessed those channels available and didn’t limit yourself to those you’re comfortable with, the simplest thing in the world occurs. The customers begin to trust you a bit more
the value of a natural environment in getting higher quality product feedback
Steve Knox, the Vocalpoint CEO at the time said, “We know that the most powerful form of marketing is an advocacy message from a trusted friend.”
I was fortunate enough to get a chance to sit down with John Hagel at last week’s Web 2.0 Summit and discuss a few big-ticket emerging trends: (1) the rise of the “real time” web, (2) the move from the information web (the web of documents) to the social web (the web of people) and (3) the continued promise of mobile devices.