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Man kann nicht mit ihnen, man kann nicht ohne sie

Posted on February 9, 2006
Filed Under | 2 Comments

Das UK Magazin Economist zeichnet die US-Blogosphere und ihr Verhältnis zu den US Firmen, bzw wohl eher das, was den Firmen blühen kann:

The spread of “social media” across the internet—such as online discussion groups, e-mailing lists and blogs—has brought forth a new breed of brand assassin, who can materialise from nowhere and savage a firm’s reputation. Often the assault is warranted; sometimes it is not. But accuracy is not necessarily the issue. One of the main reasons that executives find bloggers so very challenging is because, unlike other “stakeholders”, they rarely belong to well-organised groups. That makes them harder to identify, appease and control…
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In the blogosphere, however, a corporation’s next big critic could be anyone. He might be an angry customer or a disgruntled employee—though that sort of tie to the company is not essential; nor does he need lots of industry experience or lengthy credentials to be a threat. All a blogger really needs to devastate a company is a bit of information and plausibility, a complaint that catches the imagination and a knack for making others care about his gripe.
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Increasingly, companies are learning that the best defence against these attacks is to take blogs seriously and fix rapidly whatever problems they turn up.
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Many big companies have been looking eagerly for ways to tailor their advertising to specific groups of consumers. They have found that web logs and internet discussion groups, which bring together people of similar interests, can help them turn hot links into cold cash. But besides trying to get out their message, companies are also learning that blogs can provide early warning signs of potential problems.

Also alles in allem ein Bericht, der sich mit Krisen beschäftigt, die durch die Blogs heraus getragen werden. Das ist ganz klar nur die eine Seite der Medaille.

via Micro Persuasion

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