Institutional Power Declining, Forrester Says
In a breakthrough new report Forrester Research is declaring institutional power on its way out thanks to the adoption of social media technologies. The report surmises: “Individuals increasingly take cues from one another rather than from institutional sources like corporations, media outlets, religions, and political bodies. To thrive in an era of Social Computing, companies must abandon top-down management and communication tactics, weave communities into their products and services, use employees and partners as marketers, and become part of a living fabric of brand loyalists.”
This is one of Forrester's most forward thinking pieces of research to date. I highly recommend purchasing it. It covers more than just the implications on marketing, but also for IT and enterprise technology vendors.
The report reinforces the results of the Edelman trust barometer. For marketers, the analyst group recommends we should: let customers be the brand; become aggregators of content that's not our own; and become more transparent, but not too open that we endanger consumer privacy. This is consistent with the find, listen, engage, empower model.
The following chart provides a snapshot of all of the different social technologies that are contributing to this change. Clip and save it. It's a roadmap to the new centers of gravity with some handy stats to boot.
(Disclaimer - Forrester provided me with a free copy of the research and asked that I not distribute it in full but that I could quote from it.)
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Steve,
How does PR’s broadcast mentality, i.e. sending messages to influence audiences, jive with “social’ computing? Other than various firms taunting “barometers” and such, other than a handful of celebrity bloggers aggregating refried feeds and pontificating common sense, what do you got? Presently, the PR industry has little to no currency here.
Sincerely,
Brian Connolly
President
Furthermore, Inc.
http://WePublishing.com
Posted by:Brian Connolly | Tuesday, March 14, 2006 at 08:09 AM
It would be interesting to separate out these sites according to their presence before or after blogging technology. How many of these new centers of gravity are a result of blogging software and usage? The icons are tiny, but I'm estimating more than half...
Posted by:Patsi Krakoff | Tuesday, March 14, 2006 at 11:45 AM
hmmm, you forgot to mention the price: US$299.00
Posted by:Neo | Thursday, March 16, 2006 at 06:06 PM
www.tamdost.com
Posted by:sohbet | Thursday, September 27, 2007 at 06:28 AM