The McKinsey Quarterly conducted 'How businesses are using Web 2.0' survey in January 2007 (2,847 executives worldwide, 44 percent of whom hold C-level positions). The respondents expressed satisfaction with their Internet investments so far, they see Web 2.0 technologies as strategic tools.
However, as the survey showed, companies don't follow the best-known Web 2.0 trends, such as blogs. They'd rather focus on and invest in technologies that enable automation and networking.
I seems like the companies are still very afraid of having the conversation with the consumers and opening the door for two-ways dialog. The fear of losing control is huge as top crisis manager Eric Dezehell puts it:
"The CEOs of the largest 50 companies in the world are practically hiding under their desks in terror about Internet rumors"
The companies still pretend they can avoid being the subject of discussion that is happening online between the millions of people who are enabled to say whatever they want, express their positive experiences, thoughts and feelings as well as the dissatisfaction, problems and frustrations. But the history and many bad examples showed that opposite you must fear "the venom of the crowds" as the most crushing power in the market at the moment. Today, in the world of mouse era, companies can be build and destroyed with the mouse click. The solution isn't to hide under your desk, consumers can find you there if they have to. The companies must accept the fact that even though they control their brands, there are others players in the market, who can influence the brands and change the course of the storytelling companies control.
Inspired by article in BusinessWeek "Web Attack" - it is a must read!
Tags: blogs, markets are conversation, mckinsey, controlPowered by Qumana
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