The New Rules of Marketing and PR

While reading the chapter titled  Forums, Wikis, and Your Targeted Audience I came across situation for a company Sony BMG and thought the information regarding that company was very interesting and important. What was important for Sony BMG and for every organization is how critical it is to respond quickly to situations as they unfold on the web. Reacting quickly and honestly in the online forums, blogs, etc, where the discussions take place is critical to enhancing the value your customers receive which ultimately builds a stronger relationship with their customers. Customers will comment and tell their story to anyone who is willing to read what they have to say and the internet is the perfect place for that. Since their are so many niche topics and wonderful search filters, anyone can find a topic that is suitable for them. A company will not be able to completely turn a negative situation into a positive one, however, they will be instantly seen as a real person who gives a name and a personality to a large organization. Just by participating in the discussion about their company  they can contribute to making the situation right. The internet's unlimited power will link that post to multiple places and ensure that anyone who is eager to read articles about that company will see that post and know that this entity really does care about their customers, not only up until the point of purchase, but even after the fact, further continuing and building a stronger relationship. The important point I am making is that the company spoke out as a person, an individual face that cares about its customers.
"The internet is like a massive focus group with uninhibited customers offering up their thoughts for free!" (Scott p. 81) Companies have the ability and should chose to either read or participate in these discussions. Just by having a presence on blogs, or any other form of online discussion shows that that company cares about the people that are spending money on their organizations products. The web enables new opportunities for organizations to engage in everyday...