Archive for the ‘Marketing’ Category

Social Value is Social Enterprise

November 16th, 2010
Comments Off

The fastest way to unleash the extraordinary value that is contained in communities of experienced, talented, and motivated people is to provide a substrate for them to trade their knowledge assets among each other.  When people get together around a purpose, they build things that create incredible social value. The Social Value Platform provides an electronic accounting system for social value.  In The Social Value Game, vendors deposit inventory into a strategic community of people and the community creates social value.  This new social value is then converted into monetary revenue in the next economic paradigm called Social Capitalism.

Introducing The Social Value Network:

The social value network is a debit card platform that allows for the trade of social currencies.  Using The Value Game method created by The Ingenesist Project, vendors can place socially valuable inventory into a social game.  The social entrepreneurs leverage that inventory to organize communities to build something together.  Other vendors will insert complementary inventory to drive social value in these increasingly organized communities.  These organized communities take on characteristics of “a virtual corporation” as both consumers and producers of goods and services.

Social Capitalism

The best reason for developing an alternate economy in social currency is to bypass the inefficiency of the monetary system at least temporarily so that true value and true wealth can be created.  Once true value is created, converting it back to a financial currency would be relatively simple.

Social Currencies

Social currencies account for your productivity in a community, not your productivity in a corporation.  Every time a gatekeeper extracts a fee from you, they expend your social value.  Taxes, user fees, ATM fees, convenience fees, commissions, subscriptions to automated services, all destroy social value irrevocably.  Every time someone asks you to fill in a web form, type out a captcha, walk through a full body scanner, or opt out of a privacy invasive application, they are spending your social value and stealing your information, period.  Hackers attack PayPal not you, yet ultimately you are responsible and subsidize their inefficiency with your own.

The Holy Grail of Marketing

Advertisers and vendors have long sought the holy grail of advertising – the ability to speak directly to the community of people who want their product.  Good vendors want to segment themselves from the bad vendors instead of engage in damaging price wars.  Customers want great service and a strong knowledge base of other people who use those products. Countless businesses want to support community activities with additional products or services.

Your Social Enterprise

Social Currencies are a frictionless way to conduct transactions, defeat spammers, hackers, info miners, while also building community doing the things that you love. Your information is valuable and you should have the right to give it away freely, trade it, or even sell it to whomever you choose.  Do you have an impressive social, creative, or professional set of knowledge assets but are bored to tears by employers who don’t care what you are passionate about?    Or, maybe you have just been laid off and over 40.  Have you ever wanted your own business?  Many people may be better off trading social currencies instead of chasing the greenback.

blog, game theory, General Information, knowledge inventory, Marketing, Social Capitalism, social currency, Social Enterprise, social value, velocity of money, vetting

Attention: This Revolution will NOT be Televised

August 31st, 2010
Comments Off

by Adrian Chan and Andreas Weigend

This post has been translated into German (GDI Impuls 2/2010)Spanish, and Chinese (simplified).

The social data revolution

We live in an age in which social data has become the air we live and breathe. As individuals, our actions, preferences, habits, and even friendships, leave behind a wake of data. Not only data about us, but data that captures our communication and connections. Even our conversations are now data. Conversations that can be captured, stored, and re-distributed as data. Data that connects to us, and is shared with companies and brands with whom we have relationships. Like it or not, the social data revolution is the new business environment. Smart analysis of this social data demands a new mindset.

Business in this new environment has already been profoundly affected by the new datascape. Adaptation is an imperative. But for those who will do more than survive and actually thrive in this environment, the question is not one of adaptation. It is a matter of how best to respond to the world of social data, how to metabolize it, and incorporate it as if it belonged to the very company DNA.

If social data powers the new business ecosystem, then we must ask how it affects company fortunes. The business climate today is tough. It is highly competitive, customers have more choices than ever before, and loyalty is fickle, if it exists at all. Power has moved to the consumer side of the equation. Purchases and consumer power are no longer a matter of branding and brand image, but a matter of customer choice and decision-making. Consumers drive company fortunes today, and they do so with the help of an open marketplace that is overflowing with information. Consumers are empowered by their knowledge.

If we live in an era of social data, it is in part confirmation that the original age of information is behind us. Our technologies have evolved, and with this evolution, what we know and how we know it have changed. Where in the past we produced information, we now produce communication. The history of the information age began with information processing. It continued with machine connectivity, and then document connectivity. Today, it is not only machines and documents that are connected, but people. Information alone may be informative, good for discrete transactions and closed systems. Today, it is conversational, deeply relational, and open.

Self-constructed identity

The era of social data era is marked by a self-empowered consumer, and a consumption-empowered Self. Self, not society, is the new social construct. So the individual today is no longer simply a reflection of social currents and trends, a walking manifesto of cultural forces or a tidy representative of social norms and values.

The self is not an externally-constructed identity, a reflection of social forces, but is a self-constructed identity. The Self of today discloses, shares, contributes, and creates. The value produced by the individual today is visible, is public, is social, and conversational.

Society may be made up of individuals, but the great paradigm shift in consumer trends today is not manifest in the steady march of consumers falling in line with mainstream trends. Individuals are not socialized. Society is now individualized.

Social data is data socialized

The consumer is empowered by the knowledge with which to make his or her own decisions, to share them with friends, and become a public and social identity through them. In sharing, today’s consumers validate their social relevance and capture the attention of friends and peers. These and other efforts facilitated by the use of social media center on the individual. Social data is not data about the social. It is data socialized. Data that may represent social interests, but always starting as individual selections and interests. Data become social through actions and choices shared across social connections.

Brands, businesses, and institutions no longer control their own markets or messaging. They are not even in control of their brand image. All of these belong to and are defined increasingly by the consumer. For the consumer knows as much as he or she needs to know about the brand already. And connected communities know more about company products than many companies do themselves.

GetSatisfaction is an example of a site that handles customer feedback, comments, and questions. It is a site on which consumers tell brands what to do to improve and repair their products, reputations, and even their values. It is an example of how power has shifted to the consumer – for on GetSatisfaction, reputation has moved to the medium.

Transactional media

Transactions that used to entail a high cost of production and distribution, both of products and information, now take place over a medium that is virtually frictionless. We could say that where physical transactions used to distribute consumer media, consumer media today conduct transactions. Social media are the production and distribution of brand image, messaging, of product, and even its consumption.

In the age of social data, the distance between production and consumption collapses because both occur in the same place: online. Music is discovered, purchased, played, and recommended, all in the same place. Television, movies, and videos are discovered, rented, viewed, and shared in the same place. Content is also consumed in more places than in the past, when sound and image were bound to the physical medium on which they were pressed.

We might say that media today are media of transactions, and mean it as a metaphor. But we mean it literally and very concretely indeed. Media that in the past were the physical storage of content mass produced and consumed compete today with an entirely new mode of mediation. Social media not only capture and transmit content, but mediate the social connections along which it is so often distributed. The medium is not only the message. It is the messenger, too.

Content today can be consumed immediately after its production. This is one source of the transformative power over which social media presides. Note that we say “immediately.” Content available immediately is content already here – delivery is not an obstacle. Mediated transactions provide immediacy: what we want, when we want it, here, and now.

Attention is interest

Of course not all consumption occurs online. But even offline, the social data revolution is driving a transformation. Because what the consumer wants, starts not with your brand or its image, your products or their utility, but with the interests that frame the consumer’s decision-making. If it is said that social media create an attention economy, it is because consumers pay attention to what interests them. They pay for the brand experience with their attention, and on terms that are theirs alone to negotiate.

Consumers have the choice, and the consumer is always right. Interest and attention precede the discovery, precede the comparison, the sale, and the relationship. All of these are anchored in the consumer and the consuming Self: interested, engaged, rational, irrational. But most importantly to us, connected.

What matters to today’s consumer is this freedom of self-determination. An ethos of choice, and an ethic of freedom, for an age in which companies no longer drive their markets. Consumers do the driving. Companies today are driven by customer demands, expressed through social data. This is to say that the enormous power harnessed by connecting machines to machines, documents to documents, and people to people – in short, the socialization of data – now presents us with an indisputable paradigm shift.

Everything changes: the consumer produces, impressions express intentions, brand image has become talk, segments are individuals, communication is listening, sales is service, and transactions are conversation.

The relational economy

At the heart of the social data revolution is the relation. For the new rules of the social data economy are relational. Data in the social age does not just capture value, it captures a relation. By its connections with the intentions, attention, and conversations through which it is shared and distributed, data has is socially connected.

Companies did not bring this about, consumers did. Consumers chose to share, to connect, and to communicate. And on this basis, we can say that the relational economy is the choice of consumers to express themselves not as market segments, but as individuals.

In the relational economy, relations that matter to consumers express interests. Social data captures the interests consumers relate to. Interested, engaged, and knowledgeable consumers relate to what they want, what they like, and what their friends like. They relate because it is through communication and shared connections that they build and maintain relationships.

If an individual wants to share his or her credit card purchases through a site like Blippy, then this is not because they are just a fanatic for sharing data. It is because in sharing data, and in socializing it, they relate. Atomic actions, perhaps, in the form of discrete purchases and transactions. But atomic actions with the valence of social bonding. No company will be as smart at designing the relational bonds among products and brands that matter to a consumer, as the individual consumer is in expressing those relations in the first place.

Consumers disclose their interests and relate their preferences in actions captured in realtime. Forty-thousand tweets per minute, half a million items on Facebook, four million searches on Google. At a rate that doubles every one and a half years, consumers produce enough data about themselves to soon dwarf everything that has until now been so carefully studied by marketers, analysts, and researchers. The bullhorn has flipped, and if there’s any marketing message worth paying attention to, it is the one bellowed by the connected consumer.

The new mode of production

Conversation is the new marketing. Markets are no longer made by the brand, around brand image, and by means of brand messaging. Markets are made by consumers, through their connections, and interests as related in conversation. Distribution through conversation is the new mode of production.

Markets do not make conversation, conversation makes markets. Again, the social data revolution inverts and reverses the relationship of brand and consumer, placing the burden now on brands to behave transparently, honestly, and on terms that interest the consumer. To this end, we encourage brands to listen. To listen to what consumers have to tell them, and to get engaged with what consumers are saying to each other.

It used to be the case that brands had to struggle to supply consumers with information. But the coming age of the internet practically erased the cost of communication. What was once scarce – information – is now available in surplus. Through online access, a vast web of product names, sites, pages, reviews, and other searchable results, consumers face little difficulty learning about the products that meet their needs and interests.

Conversational marketing

The new marketing, then, listens to the conversations in which consumers express and share their interests through social data. It listens not just for mentions of itself, hoping to see itself and its brand reflected in the consumer. It listens to what consumers share about themselves, in how consumers brand themselves and their identities. The new marketing recognizes the power in helping consumers see themselves reflected in the brand. This is not about image, it’s about interaction. For consumers will recognize themselves in brands that repay their attention and reciprocate their interest.

The social graph and the many sites that tie into it are where much of this interaction is possible. Examples are numerous, from Facebook Connect and its new Open Graph, to twitter, realtime search and more. All of these point to an ever-expanding distributed conversation. One in which the mode of distribution is friends talking to their friends, and brand engagement is mutual, genuine, and reciprocal.

This is not just a matter of the eyeballs having turned from one screen, the TV, to another. It’s not just a matter of changing medium – it’s about talking now instead of looking. And this is new, even still, to many brands. Of course brands like to see themselves mentioned and reflected in consumer opinion. But then so, too, do consumers. Consumers are the new brands, and they do their branding in person. Conversation is the highest form of shared value, individually produced, and mutually engaging.

Conversation is the new marketing because it is the right way to engage with the medium. Indeed, social media carry so much conversation that it is the consumer’s attention that presents the new bottleneck. We have left the old paradigm, in which information presented the bottleneck for its scarcity and unavailability – a problem now solved by search. Today’s paradigm is marked by the scarcity of consumer attention. So much information is now available, in the form of blogs, comments, reviews, recommendations, status messages, and tweets, that the greatest challenge facing the marketer is capturing the consumer’s attention.

Consumers do the branding

When conversation replaces image-making and messaging as the new marketing, old techniques of market segmentation and targeting fall by the wayside. Communication becomes relational. Social networks and online social spaces, including those carved out by streaming applications for status and short messaging, replace display spaces and screens. Marcom and online social interaction are fundamentally different. They engage consumers by means of the interests that consumers take up in brands and companies. Products valued not just for image or function, but for the values expressed by the companies that make them.

In any marketplace, sharing is of the essence. Sharing builds relations that communicate to friends and across social circles. Shared values, interests, and pastimes spark and engender conversations that are more meaningful to consumers than at any time in the past. Because what consumers share is always within a context that is relevant to them, through a medium that has become a daily habit, and at a time when it counts. Consumers create conversation around their tastes and interests that is rich in social utility. The ways that consumers identify themselves in their talk weaves a web of personal and social interests in which the relationships in data can be deeply human and meaningful.

It is the brand that now wants to be seen in the proximity of the consumer, not the consumer who desires to identify with the brand. The social self is now so self-constructed and socially connected that consumers expect to see themselves reflected in the brands they relate to. Consumers make brands in their own image, revealing this in their own words and interests. Brands that adopt a conversational approach to marketing will benefit from this shift the most. For it is then that brands can best anticipate, respond to, and engage with consumers.

The relational economy comes to life across the many screens and through the many channels that social media make available today. At the present time, mobile devices promise perhaps the greatest set of new opportunities. Mobile devices belong firmly in the hands of the consumer, and involve deeply personal and habitual uses and practices. They are the closest to the consumer and provide honest and accurate social data. Increasingly, this data tells us where a consumer is, and what he or she is doing, and sometimes even with whom. Conversations held in public and across services like Foursquare will soon unfold across and around Facebook and twitter.

Join the revolution

With the participation of savvy merchants and brands, consumers embrace deals and offers that they receive dynamically, socially, and situationally. Situational awareness in fact represents an entirely new frontier to the socialized brand. For it provides the opportunity for the salesperson to greet consumers before they have even stepped into the store. Street-aware marketing, not on the basis of the guerrilla tactics of past viral agencies, but using relational and personal sensibility. Imagine a day when marketing may not have to approach the consumer, because it will instead be able to anticipate the consumer’s approach. Many consumers may willingly disclose that they are on their way, with products on their mind, and with a little company from their friends.

If service is the new sales, helping customers serve themselves is the new customer service. With social media today providing consumers the means to get their satisfaction, brands are realizing that the new consumer not only helps him or herself, but helps others, too. Service is leaving the call center and joining the web, driven not by corporate headquarters, but by consumers themselves. Service of this kind happens whether you like it or not, for it is in helping others that proactive consumers find their motivation. Smart brands will connect these consumers, will listen in, and provide expertise when needed and gratitude when it is not.

Mobile devices will bridge the digital divide between off and online, providing a view of the customer rich in dynamic perspectives onto their interests and interactions. In such a realtime environment, the challenge of social data becomes not one of how to obtain it, but of how to extract meaning from it. Yesterday was the best time to start learning from this data. Today is too late, and tomorrow will belong to your competitors. Data sourcing and measurement, data analysis and metrics, these are the new marketplace. Success will come to those companies that have learned how to use it.

So join the social data revolution. This one, for sure, will not be televised.

Andreas Weigend is former Chief Scientist at, and teaches at Stanford and UC Berkeley.

All, blog, Marketing, realtime, social data, social media marketing

Social commerce

August 18th, 2010
Comments Off

The curious case of social commerce is upon us. And it raises interesting questions for the social interaction designer. I will here allow some of these to beg and grovel.

If you have been a reader of mine in the past, you will know that I believe that in social media, interactions take place among and between users. That the software serving as a mediating architecture is just that. It may constrain and enable interactions, but does so by means only of structuring interactions and content onscreen(s) and over time.

In order to get at the gist of social commerce, we need to look past the screen, the brand names, the offers, coupons, and discounts, to the social.

What’s social about commerce? When is the social commercial? Where and when, in the acts of shopping, purchasing, owning, and using a thing, do social factors come into play. To some degree, in each.

But for social commerce to result in social engagement and participation, individual commercial relations (from wanting to choosing to preferring to owning to showing to feeling) must communicate and signify.

Some aspect of social shopping must communicate, by means of an act, gesture, representation, selection, or something else. And some aspect must accrue social significance — that is, must have a social value and interest distinct from the commercial item and value. Social worth and relevance have to be created, and the social shopping experience must accrue value produced by user actions and related to things of commerce.

We can see then that there may be two ways of approaching the socialization of commerce. One, by identifying and extending the actions taken during acts of social shopping. Another, but adding meta social activities and meanings (as Foursquare is game-like without being a game) to standard shopping practices.

The latter may seem more interesting, but at the risk of distorting original values and relations. Because things involved in these meta games become tokens used in the game. Their “intrinsic” value is replaced by their value within the game.

If use of artificial game mechanics is one way to supply social relevance (through players, play, rules, and elements), then another is to use social relations. Here we might choose among real and invented relations. Or among serious and non-serious. We might organize social commerce activity capture and representation to distort views of individual acts and to fashion desired social outcomes.

We might mix in persons, elements, brands, events, and other types of content from mediated social worlds: tv, movies, books, music. It doesn’t really matter, since the aspects being used are those that signify — it’s not reality, but meaning, that works here as incentive and motivation.

The type of relation we leverage in social commerce will inform not only the value captured by the system (whether as ratings, checkins, purchases or what have you). Relations will also inform the social practices we build around acts of social commerce. And by extension, the durability, identity, and habituality of social commercial activities. These can be one-off experiences, or lead to lasting loyalties and mutually-reinforcing relationships.

I’m really only scratching the surface here, but I have a pile of material to touch on in the weeks and months ahead as I return to a baseline routine of blogging.

If you are in the business of social commerce, have a site or service, or would like to extend an application or campaign in social shopping space, I can be of help. I have concrete ideas and practical applications that will remain off the blog, for the purpose of private commercial consumption ;-) .

All, blog, Marketing, Social practices, SxD Theory

4 App Ideas to Expect When Location-Tweets Hit Mainstream

September 12th, 2009
Comments Off
Trending Places

Trending Places

When people of Iran were enraged earlier this year, post the Iranian elections, people around the world were hooked on Twitter in order to get real-time news updates as it happened. Iranian authorities figured out the threat of Twitter, and sought after local Iranian twitterers based on their profile locations and time zone settings in order to shut them down. People around the world wanted to help those protesters, and started changing their own profiles to make it seem as if they all live in Iran in order to make Iranian authorities mission harder.

That is something from the past, 3 months have passed, today, Twitter is working on adding geo-locations to tweets which will allow us to signal the exact location of where we are tweeting from by allowing apps to attach our latitude and longitude coordinates to tweets we specifically choose to carry such information. That will sure open a whole new dimension to real-time location information.

4 applications you can expect when location-tweets hit mainstream…

What does real-time location tweets mean? and how will it affect our lives? We know that it raises privacy concerns for many legitimate reasons, but we also know that it can be the next big thing which will open the door for many useful applications to take advantage of, and thus we, here at Thoughtpick, decided to voice out what kind of applications we see hitting our doors in the near future:

1. Proximity Marketing

Location Tweets is great news for marketers. They will figure out that they no longer have to annoy their potential clients with uncalled for SMSs, instead they will target you based on your preference and location. For instance, in a mall area, shop keepers would scan tweets coming from the area of the mall, and send special offers accordingly based on the preference of the twitterers. You will tweet “I am looking for a new pair of shoes“, and Adidas store in the mall would reply to you “@You, head directly to our store and you will get 25% discount“. Wouldn’t that be cool? Location tweets can also be used by marketers to provide e-coupons, special offers, catalogue information, and polls/quizzes/questionnaires.

2. Breadcrumbs

You tweet from your home then you leave for work, you tweet from the metro, you tweet from the office, and later on you tweet from a bar or cafe. You leave breadcrumbs of your steps with every tweet which can be helpful – if you have a busy schedule – to remember where you were and what were you doing at a specific point of time. It is all logged! mibazaar blog already have a cool Google Maps location-tweets mashup that you can check out.

3. Statistical Polling

With many people tweeting from the same area, statistics of opinions can be derived based on locations. This data can be of great importance for politicians and marketers. We can now figure out better what is the stand of a whole neighbourhood for a certain cause/issue.

4. Know Your Neighbour

This is already implemented but can be done much better and more accurately with location tweets. TwitARound is a really cool application; you can just point your iPhone to a certain direction and read the tweets of people in that direction! Awesome, isn’t it? With location tweets, you can lay on your bed and move your phone around to listen to your neighbours!

What else?

Twitter has already opened the API for developers to start coming up with useful applications before it rolls out the new feature. We trust developers to come up with real innovative and exciting ideas. The prospect of location tweets does really excite us. We look forward for what ever is coming.

Which of the application ideas we presented above interests you the most? Do you have any ideas yourself that you’d love to have once location-tweets makes it to mainstream? Please feel free to share it with us in the comment section.

Adidas store, API, blog, e-coupons, future, geolocation, Google, gps, iPhone, Iran, Islamic Republic of Iran, lat/lon, latitude/longitude, Location, Marketing, Online social networking, shopping, socialmedia, Trends, Tweet, twitter, Twitter Inc, Web, Web 2.0, Web News

Twitter for Enterprise Debate: Would You Use It For Your Own Business?

August 17th, 2009
Comments Off

We were in the middle of our weekly meeting, conducting the customary brainstorming exercises and, as usual, discussing ideas and topics; how good they are and which directions we can take them and so on. Beirut and Fadi seemed to have 2 completely different opinions regarding Twitter and its usefulness for businesses vs. its disadvantages. We decided to write this “duet” article and in turn listen to our readers opinions.

1,2,3…. Debate!

Let the debate begin!

Let the debate begin!

Fadi’s Opinion – Pro Twitter for Enterprise

While Twitter, like any other available tool at work – be it telephone, email, or even internet access – can be abused if not used the right way, it can also provide many benefits and open new opportunities to any businesses. Don’t blame the tool, blame people who abuse it.

There are many ways where Twitter can benefit your business. The following are my favorite top 5:

  1. Motivation: The more motivated your employees are, the more productive they can be. People have several motivating factors. I, myself, totally support the opinion that says socializing is the primary motivating factor. Wrap the social aspect of Twitter in your business constraints and you will have a winning formula for motivated employees.
  2. Marketing: Twitter is a great tool to interact with your customers and market your services and products. Dell earned $3 Million from Twitter when they started posting exclusive coupons and offers about new products on their Twitter account (@DellOutlet).  Coffe Groundz, a Houston independent coffee shop, gained much success by giving their customers the option to order via Twitter (@coffeegroundz)! That was a precedence – a very successful one.

    Dell Free Coupons Tweets

    Dell Free Coupons Tweets

  3. Listening: One of the most important characteristic of a successful business is to be able to figure out what its customers need and improve its offering of products/services accordingly. Twitter provides a great way for a business to listen to related people’s conversations. Tasti D-Lite, a popular New York dessert franchise, was there to listen to people working at the Empire State Building who twittered about their craving for ice cream delivery (@tastidlite) – it opened a new business opportunity to them.
  4. Training: Twitter is a sharing platform in nature. People are dismissing emails and using Twitter to share faster the information they find over the web. It may not be a bad idea to identify key people in your enterprise who have unique expertise/knowledge and are willing to share it fast and efficiently over Twitter.
  5. Better Customer Service: “Great customer service can be the ultimate marketing tool” while using Twitter to service your customer may increase your business reputation, it can also save your customer service department a lot of the trouble of addressing the same inquiries over and over again. The conversations are public and can help many other customers seeking the same information.

Last words…

Twitter combines public messages that are quick to write, easy to read, controlled by the recipient and exchangeable anywhere. It provides a powerful, real-time 2-ways communication that is ground-breaking for users and businesses alike.

Enterprise is the future of Twitter, take advantage of it before your competitors jump on and leave you behind. I would recommend to check out Yammer - a specialized version of Twitter for businesses -, too.

Beirut’s Opinion – Anti Twitter for Enterprise

Twitter: “the final frontier”, or maybe not yet it is a fact that Twitter still remains to be one of the best social media tools available for interaction and communication across borders and between different people dispersed all over the world.

So, why would I, the Twitter addict, advice against Twitter being used in the enterprise? It’s very simple actually: the threats and harms Twitter can potentially cause as opposed to the advantages reaped by using it.

Theodore Roosevelt once said, “If you could kick the person in the pants responsible for most of your trouble, you wouldn’t sit for a month“. But let’s face it, if an enterprise falls into trouble due to its Twitter use, could it really go kick Twitter in the pants? I guess not. So why trouble trouble from the beginning?

I can think of a long list of why I would advice an enterprise against using Twitter. But here are the top 5 highly interrelated reasons I can think of:

  1. Intellectual Property Loss: I won’t go too far, I’ll just validate this point by mentioning the most recent hacker attack that Twitter suffered from a few days ago. Who knows how much data could have been really jeopardized during such an attack: how many passwords stolen, e-mails unlawfully taken and so on? Besides, creative marketing, promotional and advertising ideas and efforts are really precious and tweeting them on Twitter makes them a target for theft and plagiarism!

    Protecting Intellectual Property Vs. Trusting Employees

    Protecting Intellectual Property Vs. Trusting Employees

  2. Lack of Control: Think about this for a second: Do you remember reading about the many times employees got fired due to their misuse of social media? Please don’t underestimate the severity of the situation! Employers can not possibly have full control over what their employees say on Twitter about their enterprises. This could lead to big trouble for the enterprise and the employees as well!
  3. Liability: We all know that a company and/or organization is responsible for every word being said or “tweeted” about it from any of its employees. The more enterprises allow using Twitter so openly and in the name of the enterprise, the higher the liability placed on the companies shoulders. Employers should be very well aware of that!
  4. Spam Limitations: This could be tricky: Let’s say you own a business in manufacturing and promoting kid products. You add followers haphazardly to increase your exposure. While visiting your profile, we find “Sexyhotchick’s” or “adultfinder’s” tweet on your home page. Not very professional, is it now?
  5. Lack of Trust: Customers know that it is easier to fake, make up or manipulate information through social media venues such as Twitter. I would personally trust an ad on TV way more than one on Twitter. Why? Because I know for a fact that this company has invested money, time and resources to have this ad on TV and it will not risk its reputation by deceiving on such a viral medium!

Last words…

Long ago, before Twitter ever existed and social media online was a far away concept, people used e-mails, meetings as well as different types of marketing tools to get messages across. Twitter is an accessory not a need, further, a Twitterless world is possible! As long as we all keep a straight open mind in relation to that, we can probably have the best of both worlds (the virtual and the real one!).

What’s your take?

If you own a company or work as an adviser or consultant for one, would you encourage or discourage the use of Twitter? We presented both side of the argument, Fadi with and Beirut against – what do you think?

advertising, advice, blog, Business, communities, Controversial Picks, debate, Marketing, privacy, socialmedia, spam, tips, twitter, web2.0