I have had numerous customers over the past couple years ask about having a blog installed, put up a company myspace, etc. I ask “who’s gonna write/update it.” and they almost always suggest that I do it for them.

The meetings would end quick from there…if they don’t own it, it won’t work.

Nice post. I just got back from one of those conferences – and I do think there is a lot of kool-aid drinking.

IMHO the biggest issue is companies thinking that this is something that an agency can solve for them. Brand owners are the ones that need to lean forward and get into the game – see Dell – if they want to prosper in this age of marketing disintermediation.

It ain’t gonna be easy and nobody else can do it for you – but companies have to figure out how to connect with their customer/consumers/people on their own terms. They have to engage in relationships – not campaigns. I have some notes on that from the WOMMA-U event last week.

http://tinyurl.com/545ved

TO’B
MotiveQuest LLC