Comments on: Corporate Engagement with Social Media http://cheeky-monkey.co/blog/2010/04/23/corporate-engagement-with-social-media/?utm_source=rss&utm_medium=rss&utm_campaign=corporate-engagement-with-social-media A human approach to innovation and change Fri, 03 Feb 2012 12:44:24 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Mark http://cheeky-monkey.co/blog/2010/04/23/corporate-engagement-with-social-media/comment-page-1/#comment-204 Mark Fri, 23 Apr 2010 21:31:14 +0000 http://www.wayofthemonkey.co.uk/blog/?p=1086#comment-204 A brand can carry on in pre-semantic web ways, they can stick fingers in ears and be deaf to what consumers are saying... But more and more, consumers are saying more and more: and have many more channels through which to say it. You can ignore the crowd or you can crowdsource before your consumers get listened to by others and innovation finds a home elsewhere. Give up any notion of control though. Brands can no more control social media than they can 1-to-1 product evangelising/slating. What they can do though is listen, react and turn potential disasters into positives (quite unlike how Nestle handled recent web-unrest). Marmite recently launched a new product directly off the back of existing 'fans' input: social media as a means of idea generation, product development and marketing. Key to all this, in my mind, are the tools used through which to listen and aggregate. There are enough already with more and more big players entering the fray. If brands aren't willing to embrace what is rapidly becoming the norm, then there are plenty that will. A brand can carry on in pre-semantic web ways, they can stick fingers in ears and be deaf to what consumers are saying…

But more and more, consumers are saying more and more: and have many more channels through which to say it. You can ignore the crowd or you can crowdsource before your consumers get listened to by others and innovation finds a home elsewhere.

Give up any notion of control though. Brands can no more control social media than they can 1-to-1 product evangelising/slating. What they can do though is listen, react and turn potential disasters into positives (quite unlike how Nestle handled recent web-unrest).

Marmite recently launched a new product directly off the back of existing ‘fans’ input: social media as a means of idea generation, product development and marketing.

Key to all this, in my mind, are the tools used through which to listen and aggregate. There are enough already with more and more big players entering the fray.

If brands aren’t willing to embrace what is rapidly becoming the norm, then there are plenty that will.

]]> By: Nina http://cheeky-monkey.co/blog/2010/04/23/corporate-engagement-with-social-media/comment-page-1/#comment-203 Nina Fri, 23 Apr 2010 16:59:13 +0000 http://www.wayofthemonkey.co.uk/blog/?p=1086#comment-203 Creating tangible benefits is where everyone is focused. We don't talk about the recession on a daily basis now but times are still hard. Why should companies invest valuable resources in listening to every consumers voice, lets be frank it is not all good and seperating the value from the noise can be draining. As with all these things we need to see the value and extract it in a way that will add contribution, we do it with other areas like manufacturing, supply chain, sales and operations planning, so why not approach this in the same way? Or really is the nice thing about social media that it is raw, you may have to hunt for the gem but when you find it its a diamond... Creating tangible benefits is where everyone is focused. We don’t talk about the recession on a daily basis now but times are still hard. Why should companies invest valuable resources in listening to every consumers voice, lets be frank it is not all good and seperating the value from the noise can be draining. As with all these things we need to see the value and extract it in a way that will add contribution, we do it with other areas like manufacturing, supply chain, sales and operations planning, so why not approach this in the same way? Or really is the nice thing about social media that it is raw, you may have to hunt for the gem but when you find it its a diamond…

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