Institutional Power Declining, Forrester Says
Over on Micro Persuasion, Steve Rubel is excited about a new study from Forrester Research. Forrester's report also seems to lend support to some interesting research done by Steve's new firm in their Edelman trust barometer. Worht a look, I think.
Either way, his lead image (above) is a keeper. A larger version is here.
Quoted:
In a breakthrough new report Forrester Research is declaring institutional power on its way out thanks to the adoption of social media technologies. The report surmises: “Individuals increasingly take cues from one another rather than from institutional sources like corporations, media outlets, religions, and political bodies. To thrive in an era of Social Computing, companies must abandon top-down management and communication tactics, weave communities into their products and services, use employees and partners as marketers, and become part of a living fabric of brand loyalists.”
The report reinforces the results of the Edelman trust barometer. For marketers, the analyst group recommends we should: let customers be the brand; become aggregators of content that's not our own; and become more transparent, but not too open that we endanger consumer privacy. This is consistent with the find, listen, engage, empower model.
Tuesday, March 14, 2006
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