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If a conversation takes place online and you’re not there to hear it, did it really happen?
Web 2.0 has changed the landscape for how companies broadcast and respond to customers, stakeholders, and influencers.
People, aka the new influencers, not only have access to the Web and a shed full of social tools to publish and share experiences online, they also have the power to shape perception and evoke emotion that can positively or negatively affect even the most seemingly invincible brands.
Web 2.0 has sparked social revolution and it’s forcing companies to evolve and redesign any and all outbound and inbound communications strategies.
If necessity is the mother of invention, then observation, mobility, and reaction are the attributes for Darwinian evolution.
Marketing and PR are shifting from an inbound, one-way channel into collaborative streams of market, product, and service-related conversations. Socialized media is yanking brands into new territories providing representatives with the ability to contribute to and shape public perception, one very public conversation at a time.
Those companies that apply resources to help steer and bolster their brand across the social Web will create relationships that will ultimately pay dividends in the form of customer loyalty and referrals. Those companies reluctant, naïve, or ignorant to the conversations taking place without them will be introduced into social media out of necessity –- usually in the form of damage control.
It all starts with listening and observation. The conversations and relationships that take place with your participation are investments in the enhancement of business development and processes that help companies stay customer-focused, empathetic, and most importantly, ahead of the game.
The social Web gives us the opportunity to inspire communities populated by active brand ambassadors. People are the new influencers and their collective voices contribute to the improvement of everything we do and most importantly, everything we are.
Web 2.0 is humanizing companies, brands, and the products that define them.
We’ll review the landscape of strategies, communities, and tools to observe, listen, and build strategies for meaningful engagement in order to contribute and shape your brand in a Web 2.0 world.
Brian Solis, a globally recognized expert on Web 2.0, Social Media, and the new technology landscape, is Principal of FutureWorks, an award-winning PR and New Media agency in Silicon Valley and San Francisco with a client base ranging from emerging Internet start-ups and consumer electronics companies, to web apps, enterprise solutions and “blue chip" corporations. He has been instrumental in launching and defining the success for hundreds of companies in the Web 2.0 landscape.
Solis actively contributes his thoughts and experiences on Web 2.0 through speaking appearances, articles and essays. To stay connected to the community and help spotlight its evolution, Solis runs a popular Web 2.0 industry blog, bub.blicio.us
Solis, who is ranked in the Ad Age Power 150 leading marketing blogger index, also blogs regularly at BrandWeek, Social Media Today, and WebProNews. He also maintains a personal blog at PR2.0, which is a top 5,000 Technorati blog. In addition, Solis is co-founder of the Social Media Club, an original member of the Media 2.0 Workgroup, and contributes to the Social Media CollectiveHYPERLINK “http://conversationalmedia.org/”.
In concert with Geoff Livingston, Solis recently released “Now is Gone” a new, award-winning book that helps businesses learn how to engage in Social Media. He has also written several ebooks on the subjects of Social Media, New PR, Customer Service, and Blogger Relations.
Solis is an active leader in spotlighting and cultivating new startups and emerging visionaries in Silicon Valley and also Southern California. He co-organizes the monthly Silicon Valley NewTech Meetups and also donates his expertise, time, and resources to promoting and advising the San Francisco NewTech Meetup, various BarCamps, STIRR, SF Beta, Twiistup, TechCrunch, TechCocktail, DEMO, Office 2.0, and Dealmaker Media events.