Having blogged for a while, I know it’s important to post regularly. My posts have dropped off as time is split between my MBA coursework and my time at the Touchbase blog. This is an intense period of reading, learning and debate. Sure, sleep is limited, but it is great fun.
Back to business! I had a great realization this week – how I can explain the power of social media to non-Web executives. The following was written during my morning commute.
Brands – before social media and “web 2.0″ were like pine cones. Easy to identify, cohesive and (most importantly) subject to control.
Think of social media like a fire: the pine cones loose their integrity and drop seeds. Each of those seeds carry some of the brands “DNA” to the social Web. This may on a company site, one driven by customers or a hybrid of the two.
The key thing to recognize here is this loss of control isn’t a bad thing. This process of defining ACC’s strategy, including defining the rules of engagement, helps to ensure the those “brand” seeds represent our interests and align to our strategic goals.
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