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| Focusing on a subject and letting users contribute: a great formula for marketers (c) 2011 |
Does every company need a dynamic digital communication channel? Is a blog, wiki, Facebook page, or Twitter stream crucial for
business success? For many businesses, the marketing manager's answer
is “definitely, absolutely”. Yet, it seems like for
many other businesses, it's not that certain. Before you jump into a
knee jerk reaction, and blurt out an quick answer, look around and
examine your position. Two indicators are useful in answering these
questions. The first is a survey of executives, marketers, and
business professionals. Ask people you know and dig a little deeper
than just a yes or no answers. See if you can get a marketing manager
to explain how they use digital communication channels. The second
method to determine the potential of digital communication is a
survey of company web sites, blogs, and other digital channels. In
any product or service category, we find companies which use and
benefit from digital communication. We also find companies with
superior products and services which lag behind the use of digital
communication. In some cases, we can actually estimate [guess] the
affect of more invested digital communication, or true professional
execution. Fortunately, some work is clearly useful as examples. In
many examples we can see good ideas and good use of digital
communication.