After some time looking upon social technology rather sceptically, a swarm of businesses selling products and jobs are realising it just could be a valid way to go to market. A number of businesses have been on the pulse for a number of years (e.g. Dell and Starbucks) by seeing social technology as a relevant part of their strategy. In businesses’ (and agencies’) frantic rush to jump on the social tech bandwagon the reason for doing it too often gets forgotten. Blogs, Facebook pages, iPhone apps, Twitter feeds and forums are just other forms of communication and will not make bad marketeers better at their trade (unless they learn the hard way!).
I like the bods at Forrester. One of their main men, takes some time out with a Blendtec’s “Will It Blend?” to show how things can end messy if there’s lack of thought. Technology should come at the end, not the beginning.