Forrester Podcast Recommended — Web 2.0 Is About Building Relationships
Forrester has started to publish some podcasts for free. Check them out here: http://www.forrester.com/podcasts/im
One that I particularly liked was the podcast on Social Computing, which features an interview with Charlene Li. Here's a description of the podcast:
The next generation of marketing is more than just adopting emerging, consumer-generated "Web 2.0 channels" like blogs or wikis. Forrester believes that firms and consumers are undergoing a fundamental shift, which we call Social Computing: a social structure in which technology puts power in communities, not institutions. To thrive in this era, companies must abandon top-down management and communication tactics and become part of a community with their employees, partners, and customers.
Charlene says that Web 2.0 requires companies to let go of control. Ultimately when you engage in blogs, wikis, podcasts, and other social computing, you are not really competing for search engine placement or branding, you are developing relationships with your customers and competing for a space in their hearts. I think that is right on target. Blogging is all about building relationships.
About Tom Johnson
I'm a technical writer / API doc specialist based in the Seattle area. In this blog, I write about topics related to technical writing and communication — such as software documentation, API documentation, visual communication, information architecture, writing techniques, plain language, tech comm careers, and more. Check out my API documentation if you're looking for more info about that. If you're a technical writer and want to keep on top of the latest trends in the field, be sure to subscribe to email updates. You can also learn more about me or contact me. Finally, note that the opinions I express on my blog are my own points of view, not that of my employer.