O texto abaixo faz um comentário da movimentação que empresas vão fazer para participarmais ativamente da WEB 2.0 e não somente de “saber que existe”, o que será um desafio para as mesmas, porém com vantagens para os dois lados (consumidores e marcas). Demonstra também que não é mais uma questão de “dúvida”, de saber “por que?”, eu marca devo participar do ambiente 2.0, mas sim “como” participar. Que bom, já estamos em um outro patamar !!!
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Organizations Grapple With The Human Web
In 2008 we saw many organizations taking Web 2.0 very seriously moving from “why” to “how” they should implement these new strategies and tactics. In 2009, reality will set in—big time. Current case studies such as Dell, Zappos and Comcast all gained notoriety for different reasons, but they have one thing in common, each “social media” initiative is supported by LIVE people, employees or representatives who will respond to a tweet, e-mail, phone call, blog post etc. This is what’s becoming known as a “culture of rapid response”. The reason why organizations will grapple with this is because we’ve become used to “launch and walk away” i.e. sites and e-mail blasts which don’t require a response. Organizations will come to terms with the reality that although it is now “cheaper” to launch an initiative leveraging Web 2.0 technology—it requires qualified and passionate people to make them successful. This will not be easy for many businesses/brands as it brings up a host of issues ranging from empowering employees & agencies to have direct contact with customers, to staffing up projects differently. 2009 will prove that the Web is not powered by technology alone. Organizations will realize they require warm bodies and bright minds in order to successfully execute programs, whether they be external or enterprise.
O texto “Organizations Grapple With The Human WEB” de David Armano foi extraído do documento “Social Media Predictions 2009” do blog do Peter Kim http://www.beingpeterkim.com/