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Authenticity, individuality and transparency

Richard Edelman has been to a few blogging and the media events recently and posts some stimulating observations here.

Buzzmetrics' review of mentions of the 20 top global brands indicates that corporate generated content is responsible for only 12-14% of search results, while consumer generated content is 26%. The consensus is that a company's goal should not be CONTROL, it should be AWARENESS of what's being said and fast RESPONSE.

Our tone in new media must reflect the different expectations of the audience, which is to demand authenticity, individuality and transparency.

Link: Speak Up: April 2005.

April 09, 2005 in Communication |

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  • Tim Aldrich

    altfunction.net is a blog exploring four areas of interest to Tim Aldrich that are increasingly having some bearing on one another: corporate responsibility, technology, media and creativity.

    Tim's other, more miscellaneous, blog is A Gentleman's Commonplace.

    All opinions aired here are the responsibility of their authors, both in the posts and the comments, and in no way should be taken to represent the views of the organisations they work for.

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