“Got kitesurfing on the mind, mixed with some search & classification tech, and a dab of political ranting”

Notes from The Business of Social Media – Supernova morning session

Posted by direwolff on June 20, 2005

The Business of Social Media – Stowe Boyd (Corante)

This session did a very good job of explaining how and why corporations need to get involved and be part of the conversation. It did however, miss a very important component of this discussion which has to do with policy and corporate liabilities. At the end of the day, shareholder lawsuits are very real, costly, and unfortunately play a role in why corporations have to proceed into the blogosphere with *extreme* caution. This, regardless of the fact that leaks of embarassing or detrimental information will happen and the truth will ultimately come out.

The following are some of my notes from the session. Note the 10 commandments at the end of the notes.

Blogging and impact on corporations:

A new take on journalism?

-> Blogging is a gonzo experience. The individual is clearly delineated. It’s impassioned involvement.

-> Taking the remote control away fm the editor.
Rethinking marketing?

-> Branding has to be unbranded

-> Conversations: not messages, not positions It will no longer be a promotion, it will be an invitation

Upending the Establishment?

-> How does business change when everyone is potential publisher? Companies have gotten used shaping the message, now they’re loosing control.

-> They’ll never get it back.

-> Podcasting will affect the network broadcast models even more and faster than blogs have affected print publishing, (according to Doc Searls).

-> Today’s individual rejects organizational mediation, seeking instead to have an impoact on matters that tough his or her life[…'''''] (True Voice: Filling a Power Vaccum – Ronald Inglehard).

-> As one political scientist put it, individuals are seeking “legitimacy based on inclusion is replacing legitimacy based on hierarchichal authority.” (Shoshanna Zuboff and James Maxim, “The Support Economy”)
* David Weinberger's "Joho the blog"…'''''good at demystifying complex issues.

* Steve Rubel’s 10 Commandments are important and worth corporations' time understanding (…ts.html )

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