The emergence of 'Web 2.0' tools such as blogs, Facebook and Twitter has considerably decreased the amount of control that organizations have over their messaging. Web 2.0 presents marketers with a dilemma: on the one hand, being talked about, shared and parodied on the Internet brings focus to a brand; on the other, it may not be the kind of attention the brand needs.
The author supplies three recommendations for organizations: lose the illusion of control; continuously monitor Web 2.0; and actively participate with your customers. He reveals that in the end, while it may seem like a brand-new playing field has appeared, in many ways, Web 2.0 returns us to two of the very bases of Promotion: understand your customers deeply and develop active, engaged relationships with them.
PUBLICATION DATE: January 01, 2012 PRODUCT #: ROT158-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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