Posts Tagged ‘process’
About a year ago, I was asked to testify as an expert witness in a celebrity case where the celebrity in question had Tweeted a negative assessment of a particular service provider. The service provider sued claiming that the said Tweet caused significant damage to their reputation, which ultimately contributed to an unrecoverable loss in overall sales. I turned down the opportunity because in my research, I couldn’t substantiate with confidence that the Tweet caused the amount of stated damages…or anywhere close to it. Naturally, that made my testimony undesirable by the attorneys representing their service provider client. The celebrity eventually lost the case and as a result, paid a hefty sum. This case now serves as precedent for any and all case that will emerge as people seek restitution against potentially damaging status updates.
I was recently interviewed by my friends at WebCopyPlus. I thought I’d share it with you here…
At a time when everyone with a smart phone and a Twitter account boasts social media genius, digital analyst Brian Solis renews our faith in the existence of intelligent discourse in that realm. Author of Engage!, a comprehensive guide for businesses vying for success in the social web, Solis offers practical advice on how to build a social media strategy and measure its effectiveness beyond the template follower-counting approaches.
If a conversation takes place online and you’re not there to hear it, did it really happen?
Conversations do not fall into a black hole never to be heard again. And, there is no event horizon preventing their escape.
The social effect is more powerful than we realize. The truth is that if one voice or a chorus of voices finds the right audience, not only will businesses realize that conversations are taking place, they will find a miraculous cure for deafness. And rather than merely reacting, they’ll take the position of leading situations and opportunities.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.