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Brad Bell

What you seem to be talking about is somehow altering the industrial process of production by hierarchies of specialists to make it fit digital tools that are optimal for individual processes of production by a few generalists.

Internet media means communication is no longer expensive. Getting a hierarchy of people to decide what to say is expensive. (The cost of communicating with the world is about the same cost as communicating internally.)

James Cherkoff

Thanks Brad, yes that's the issue. The big problem is when the market is constantly ahead of you and you can't keep up because of your internal processes.

Rory MacDonald

Yes, but what is the alternative?
Ill thought out responses from unqualified individuals which are then capable of destroying a multi-million brand?

Has your client who "didn't have the opportunity to nip it in the bud" considered that if they did, they may have just created an even greater mess. As I have heard you say yourself James, it is hard enough to control where your own stones land in the pond, let alone controlling the ripples from others' hurlings.

Any large corporate that has teams of lawyers working on communications is going to be foolish to create a "rapid response" team to "nip in the bud" any gossip and rumours in the online world. It would be very wise to listen out for weak signals and warn the lawyers, but engaging instantly could create serious liability.

And to be honest, who in their right mind follows a corporate brand on twitter anyway. I have seen all the fuss about Habitat rejoining Twitter. "I know, I am going to clog up my iPhone with tweets from a pseudo-designer furniture store." - WTF?

James Cherkoff

Ah yes, alternatives indeed Rory...

My client's experience was enough to convince them that they can never be shut out of the 'conversation' again and there's no doubt it was the tipping point at which they decided, rightly or wrongly, to dive into the social waters. In fact, the legal team were comparatively willing to join them. Others, less so!

I agree with you that corporate Twitter accounts are a bit spooky. However, the larger 'conversational' trends look here to stay. It's interesting that a good few of my engagements begin with a crisis of sorts. To date, that seems be the only time when senior folk engage with the space. However, more recently, the motivations have been more positive.

Oh, the stories I could tell! ;-)

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