A fundamental power shift is underway in relationships between organizations and customers. (DVD or Video Streaming)
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To get started, says Ms. Li, uncover what people want from you—whether it is product information, reviews from users, customer service attention, or input into product development. As you develop your communication strategy, start small, concentrating on how to meet the needs of your audience. Identify the “realist/optimist” in your organization who can jumpstart the process. Craft metrics and communication policies that align with your business goals. And then “prepare to let go” of absolute control.
Charlene Li is publisher of The Altimeter blog and co-author of Groundswell: Winning in a World Transformed by Social Technologies. A frequently quoted industry analyst, she has appeared on 60 Minutes, NewsHour with Jim Lehrer, ABC News, CNN, and CNBC. She earned her BA from Harvard College and MBA from Harvard Business School.