Just finished reading Pete Blackshaw's book about "running a business in today's consumer-driven world." Those of you deep into word-of-mouth marketing and social media will already know much of what Pete shares. However, most of your business buddies will learn a lot from Pete's book. (And some of you could use a refresher course on why transparency and credibility matter immensely when citizen marketers are in control.) It's a worthy read.
One of the most worthwhile sections in the book deals with CREDIBILITY. Pete says credibility isn't on a company's balance sheet, but it should be because it is the only true resource a company has when the marketplace conversation is controlled by consumers. Pete continues by saying ...
“I would argue that today companies don’t just need to tell good stories; they also need to tell credible ones.Credibility rules the day, and if a company’s story doesn’t foster trust, if it doesn’t convey transparency and authenticity, if it isn’t informed by listening and responding to customers, and it isn’t positively affirmed by what consumers are saying to one another, then it’s just another phony story. And consumers will see right through it.”
[“TELL 3,000” | pg. 39]
Right-on. Smart stuff.
I am currently reading this book and I've found it very helpful. Companies must listen to what consumers are saying AND respond quickly.
Posted by: Debbie | July 21, 2008 at 07:45 PM