Corporate giants are losing power to communities of consumers–and your company can benefit.
When it comes to the evolution of the Web and of social media, keeping up seems like an impossible task for most business executives. Nonetheless, keeping up is critically important in order to remain relevant. The good news that I take away from a recent study by Forrester Research, is that the evolution of the “social Web” will help level the marketing playing field between large and small organizations. The report was written by a Forrester senior analyst, Jeremiah Owyang, who, not so coincidentally, has a terrific blog, Web Strategy.
In the past, large companies had all the cards. They had lots of money, lots of people and lots of intrusive but effective messaging. In the old era of in-your-face marketing, corporate giants could control results in many cases by simply outspending smaller rivals.
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