In brief : communication and marketing often feel helpless as the malleable mass becomes a wise crowd able to support or thwart their plans. Businesses must learn to put their ecosystem under a positive tension, what means understanding new levers and adopting postures that are not natural to them. I’ve been waiting for years for [...]
Problems have better ambassadors than brands
January 14, 2013 by Leave a Comment
Summary : having ambassadors has a real value for brands but it’s a hard job. Ambassadors are not puppets one creates but experts whose trust is hard to deserve. More, in less appealing industries it’s hard to see ambassadors emerge while there are referent people on the matter they address. One can’t create ambassadors but [...]
Are public social networks really people centric ?
June 25, 2012 by Leave a Comment
Summary : social networks are people centric, or, at least, are supposed to be and that’s taken as a given. In fact those services are more and more dedicated to bringing people around brands, leading the model astray. Everything is ok as long as people find what they’re looking for but the situation can topple [...]
Do you need a brand strategy on the social web ?
January 9, 2012 by Leave a Comment
Summary : the presence of brands on the internet is a major concern for businesses entering the social web. But there’s a big difference between thinking and definining oneself as a brand and an ogranization. A brand is the expression of an identity while the organization is rather an action driven approach to customer service. [...]
Sorry but I’m not a member of your community
December 20, 2010 by Leave a Comment
Summary : considering that one’s audience on the web is a community and treating it as such is more and more common. Is it always relevant ? In many cases the structure of the audience is very complex and can’t be reduced to a community approach. Most of time, communities are used to address individual [...]
E-reputation needs ethics
April 12, 2010 by Leave a Comment
Facing the incrreasing importance of social medias, enterprises have to manage their reputation fields and on a scale that are really new to them. They can either do it by themselves or hire external professionals who’ll put use knowledge and expertise of this new market to help businesses. There’s nothing really ne here. But some [...]
This is the world we live in
September 6, 2009 by Leave a Comment
This is the nth update of a famous series I’ve already blogged the previous pieces before. No need to add anything. (Found thanks to Luis Suarez). I’m still curious to know how “common people” react to this video. One last thing. Luis draws the word “socialnomics” out the video. This words seems very relevant to [...]
Personal Branding won’t go without Corporate Branding
May 4, 2009 by Leave a Comment
Personal Branding is a very fashionable topic today. More than that, it’s a deep trend that is overdiscussed because of its yougness. A day will come that it will be so obvious that no-one will feel like arguing anymore. The purpose is to manage one’s reputation and professional brand in order to : – those [...]
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