Social Media and Web 2.0 | A critical look at the way some (most?) business are approaching Web 2.0 and their web channel strategy. One part of it struck a particularly strong note with me:
“A tool-centric approach. It’s just so tempting to want to “build community around the brand” using one of the suite of over-hyped tools available today. Ratings, reviews, comment threads, wikis, discussion, chat, RSS, SMS, IM, blogs, vlogs, moblogs, podcasts, video podcasts, collective intelligence, affinity recommendations, prediction markets, and on and on. None of these is really community. The social Web is comprised of people, relationships among people, and the things people create and share. Marketers must think strategically about their offerings, not be swayed by the purveyors of technology “solutions.”"
Amen to that!
