Participation Isn't A Dirty Word

As the UK blog-world really starts to hot up it's a practical understanding of the way online communications work - not just the theory - that's vital.  In recent conversations with brands and mega-corps we have been asked, "OK, so there's a new space - how can I measure it and affect it?"  Both reasonable questions from a commercial perspective but the answer is a shock to some.  The only way to really to do those things is to participate.  Instead of explaining why I'll just refer you to a wonderful essay by Danah Boyd in which she assesses the cultural aspects of MySpace, Craigs List and Flickr: "The designers of these systems are engaged in embedded observation. They are living in the culture that they are helping to frame. They are aware of the others living in that culture and constantly engaging with them to really understand the emergent behaviors."  Now if you are the Marketing Director of a mega-brand, *participation* can sound a little too like getting hands your dirty, especially if your life to date has been about the hands-off booking of coverage and frequency.  But understanding the dynamics of community and online interaction is an absolute priority for the modern marketeer.

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