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JOHN GENZEMA: Social media and user generated content are
becoming huge aspects of marketers' efforts to connect
with these communities.
One of the big challenges I think that marketers need to
understand is they can't control these communities but
they can clearly enhance and sort of create an environment
for them to flourish.
So you see excellent examples, whether it's Zappos with Tony
Hsieh and his emphasis or looking at
Ford and Scott Monty.
But lots of different marketers, large and small
across B to B and B to C, are getting very deeply embedded
into understanding how to mine and grow and foster their
online communities.
And that's not going to change for any time soon.