Comments on: Web 2.0, Silos, and Losing Control

By: Erin

Erin — Fri, 26 Sep 2008 13:37:36 +0000

Online collaborative tools are an excellent way to understand our customer. I have seen many great companies successfully use social technology. Ernst & Young uses Facebook to recruit employees. Mini USA, America’s Mini Cooper, assesses social technologies to determine future ad campaigns. Hewlett Packard uses the technology to communicate with customers to address service issues. Opinions good or bad from our customers can help shape future product/service offerings.

I would remind us of marketing’s golden rule before we jump into blogs, online content, virtual worlds etc. *know thy customer*. A good understanding of how our customers use the internet/social networking tools can only enrich the experience we will have with those customers as we roll out our own blogs, wikis, or online content sites.

By: Shelby Thayer

Shelby Thayer — Fri, 26 Sep 2008 02:10:51 +0000

Thanks for the comments everyone. I appreciate it.

Hopefully this issue will be taken seriously by the decision makers.

I just hope the decision makers are aware of the issue. I still think that some of the decision makers feel that user-generated content (Facebook, Twitter, Blogs, etc.) as well as Virtual Worlds are a waste of time.

If the decision makers aren’t taking Web 2.0 seriously, how can they take seriously the issues Web 2.0 may expose within their university?

By: Tara Tallman

Tara Tallman — Wed, 24 Sep 2008 23:46:45 +0000

Absolutely one of my favorite posts on this subject, and I’m delighted that you’re part of the team helping to make this stuff happen.

By: Vince Verbeke

Vince Verbeke — Wed, 24 Sep 2008 20:29:53 +0000

It is amazing what you can accomplish if you do not care who gets the credit.

-Harry Truman

By: Bevin Hernandez

Bevin Hernandez — Wed, 24 Sep 2008 15:08:37 +0000

Great Post Shelby! I think you are exactly spot on, and this is very useful thinking!

By: Shannon Ritter

Shannon Ritter — Wed, 24 Sep 2008 12:49:07 +0000

I don’t think you’re being dramatic or blowing it out of proportion at all. I’ve faced this situation time and time again, and I know that you know that. It’s *terrifying* for people that aren’t involved in Web 2.0 technologies to suddenly be faced with this idea of WANTING people to converse not only with us.. but with EACH OTHER. The fact that they are no longer “in control” of the message is a scary thing to think about, but it’s the reality of what’s happening.

I think the most powerful thing about these tools is that they do allow for and even encourage those conversations. That’s when good stuff starts to happen. When we remove those silos and the hierarchy of ‘power’ then we can start having real discussions and real communication.

It’s certainly a challenge, though. Lots to work through, but I have faith that one step at a time, one person at a time.. we’ll get there.

Great post!