The 8 Commandments for Participating in Online Conversations

In 2000 the Cluetrain Manifesto announced that “Markets wish to talk to companies”. This turned out to be a prophetic statement. Back then they already declared that markets consisted of conversations between people. They want (and can) communicate their opinions to companies. Companies that dispose of the talent to engage in a conversation with their consumers will become this century’s successful marketers. Many companies are currently struggling with the practical elaboration of this concept: how can we engage in a conversation with our consumers? Knowing which words are used by consumers to describe your market is a crucial factor. Addressing the consumer in a natural way is vital, since the consumer should under no circumstances have the impression to be talking to a large company. The consumer wants to feel like...

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