May 2011

How to engage in conversations? How are we managing consumer expectations as soon as we're start answering questions on social media? Many companies just do social media campaigns and fail to have a follow up on their social media efforts. In other words: they do a great campaign to attract people to their Facebook fanpage, but fail to answer the questions and solve the problems of this new crowd. In a conversation era, there is no marketing without service. On top of that, there's the dilemma of managing expectations: many don't wan't to open 'the floodgates' on consumers reacting on their online efforts, just because they have the perception (or self-knowledge) that they won't be able to handle that. They adopt a more reactive approach on what's happening online, maybe to, someday, change into a more proactive conversations company. That's why we usually plot conversations efforts on proactive versus reactive axes and service versus marketing axes.

Being conversation-worthy, having consumers and clients talk about you. That’s pretty high on the agenda of most brands and organisations. Being...

Last summer, my girlfriend and I went for a short break to Italy. We travelled different cities and stayed a while...