For many a year now the overwhelming ‘new’ media mantra has been ‘listen, don’t shout’.
The web was always intended to be a place of collaboration and openness. The well documented beliefs of Tim Berners-Lee all point towards a mind that was transcendent of the individual, seeking out ways to harness the power of the collective crowd in the pursuit of upgrading pooled intelligence.
Connect – Connect – Connect
Connections are key. Developing the ability to connect people, both to each other and to information, have always been a boon to the digital world. You only need look at the success of Google to see our collective thirst for quality (relevant) connections.
But for a time the web lost its own connection with its past. The growth of the corporate web led to these powerful links only going one way. Perhaps due the collective’s inexperience, or a nature lacking in the confidence of pure disregard, or maybe perhaps it was the fact that our collective sense of community had slowly been eroded away over many wasted years. The net result of this corporate led web was a traditional ‘business’ driven model – brands shout, consumers listen.
Out with the old
As a pure reaction to the old, a new breed of ‘online citizen’ started to emerge. Promoting unity, reviving community and selling society. These new pioneers were crafting a new future, with roots firmly planted in the past. The web was now social, and big brands had better take note.
New agencies rose up, with their powerful pronouncements – brand must listen to the power of the people – two way is the new way – the relentless brainwashing of old is no longer effective.
With these simple yet committed words, the all empowering corporate suddenly suffered a dramatic loss of confidence. Where once they could shout now they had to listen. It was the time of the little guy – we were the David to the big brand’s Goliath.
Everything had to change. But the problem was, change is difficult – especially when you’re big (do we need a Titanic analogy?!).
In with a new openness
Today we’re left with an interesting situation. A lot of brands know all to well that they need to be customer inclusive, reactive to the needs of their audiences, and fully in-tune with the very people that make their business a success. They know that they need to be much more open if they are to survival and thrive. But they just don’t know how!
Where once the consumer literally bought into the brand, now brands must buy into the consumer. Turning the whole concept of brand association on its head, brands are clambering to be a part of all the cool stuff their customers are doing.
So, Twitter accounts and secured, Facebook pages are setup, and adverts are created using the UGC model – well that’s how you do listening, right?
I collaborate there for I am
For brands to be a success in today’s modern social web, they need to do more that just listen. They need to actively engage with their audiences, providing purpose and meaning to their inter-community connections.
Collaboration is key. First understanding the passions of the community, and then developing destinations for their self expression is a start towards generating fruitful relationships. The power of the crowd enhanced by the platform of the brand can deliver positive return for all.
So, how do you collaborate…? (more…)
