Today's Guardian has a nice summary of how companies are tuning into the blogosphere (ie listening to their own customers talk to each other). This quote from a Neilsen Buzzmetrics caught my eye and nicely frames the reason why some companies can get their wires crossed when they try to bring online opinion within their strategies: "Most Fortune 1000 companies are not of the cultural mindset where they talk directly to their customers. They've built so many walls and silos that they've lost that direct communication." The article still has the, "they're all nutters really you know," tone that makes me smile and that I *ahem* occasionally come across myself. After all, if someone is voicing their opinion about a company's shortcomings they must be mad, right Jeff? As the world pivots from broadcast to network, breaking down the paranoia, mistrust and mutual suspicion between marketeer and customer is the real tough nut.
Thanks so much for this very informative post and for the link back to the original article. I completely agree with the idea that many businesses have become cut off from their customers. Your last point is right on the money, in my opinion!
Posted by: panasianbiz | September 19, 2006 at 05:06 PM
Do you think the 'they're all nutters really' attitude is more prevalent this side of the Atlantic?
These kind of blogs just don't seem to have the same impact this side of the water as they do State-side.
Posted by: Nick | September 20, 2006 at 05:15 PM
Hi Nick, no I think the 'TANR'attitude can be found all over the place. There's a slightly strange disconnect for some companies - not all - where they struggle to see what relevance online chitter-chatter has to them and so just pigeon-hole it as 'bloggers'. In fact, those bloggers are likely to be some of their most passionate, knowledgable customers and also some of the most vocal. Engaging with them can be very rewarding...
Posted by: James Cherkoff | September 21, 2006 at 10:32 AM
I guess blogging is still quite new to lots of people and carries the techie/geeky stigma associated with internet/computer activity. That seems to be changing, albeit gradually...
Posted by: Nick | September 22, 2006 at 01:24 PM