socialmedian: As Brands Continue to ‘Pollinate’ the Social Web, Expect Corporate Websites to Aggregate

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As Brands Continue to ‘Pollinate’ the Social Web, Expect Corporate Websites to Aggregate

Source: Web Strategy by Jeremiah

Jul 01, 2009

Summary

Brands are pollinating the social web with easy-to-share features like Sharethis. As conversations splinter across the web, brands must prepare to aggregate those same conversations on their corporate website. As a result, the trusted conversations will centralize back on product pages.

[Trusted conversations have fragmented to the social web --shifting the balance of power to communities]
Social Pollination: Brands Currently Spreading to Communities

Why: Brands are trying to let their corporate and social content spread to many different communities in Facebook, Twitter, Email and others.

Examples: Any blog post, press release, or product page that encourages readers to share the content to other locations. Any brand created Facebook fan page, flickr account, or Twitter account.

Risks: Letting content spread to other locations causes some angst, as brand managers now must monitor content and discusions elsehwere on the web. The command+control mentality of “our corporate website is central” no longer holds true as people can share content using browser featu

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