Power to the People
Social media urge to be open, flexible and fast. Both science and commerce say so.
KitchenGarden went to the round up of science and commerce at the #SWOCC_nl conference on Social Media, People and Brands. Science men Daan Muntinga and Fred Bronner reseached COBRA’s (Consumers’Online Brand Related Activities) and the effect of Posters and Lurkers on eWOM. Still with me?
Scientist make you think in models. That comes in handy when you have to explain the behavior of people on the web. Like as postings about qualities and specs are specific for people searching something. And postings on service and experiences are specific for people that want to share their experience on a holyday, a camera, a concert or whatever what. Sort of obvious you might say but it helps to put the world in a model.
Google Social Search aims to make social networks more useful
The experimental Google Social Search service, which went live today, adds opinions from friends and others to information a search engine provides on products and services like a new restaurant or smartphone.
The new service, created in Google Labs , adds a long-missing piece to the search pie.
Google Sidewiki: a webcare nightmare
Google recently launched a new service called Sidewiki. The tool enables it’s users (and users of Google Toolbar) to comment on websites in a sidebar, next to the website itself. It might seem like a lot of fun and because Sidewiki is very accessible, anyone can comment on any website, right now.
That’s not so good news when you’re a marketeer handling a clients crisis on Twitter, Facebook, the customer site, several messageboards and so on. Maybe the company gets a lot of negative attention in the press and you are trying to control the conversation. Let’s say a certain company does not have many (online) options for customers to respond to their products or services: Sidewiki now gives them a place to spread their thoughts (positive and negative) whether the website’s owner likes it or not.
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Social networks out of control
Social networks are based on trust and will need filters.
Some things picked up from Gerd Leonhard at PicNic09: Open is the word. Open source, open network, open doors. It means an immense energy getting unleashed. And if managed well it means profit. But it also means chaos, not being in control. As a brand you can not control the social media. But you can behave in a way that people trust and they might even share things with you. Like their preferences or idea’s for improvement. The future will be an extreme reputation economy. Trust is the key word. Sharing the business model. Get used to it.
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