Comments on: Toward A New Understanding of Publishing – Part 2

By: John Battelle

John Battelle — Wed, 07 Apr 2010 23:52:21 +0000

I honestly think the toothpaste is out of the tube on this one…

By: Dave B

Dave B — Tue, 06 Apr 2010 22:15:46 +0000

I think the critical factor is finding brand managers that are comfortable letting the community actively participate in creating the brand’s direction and influence all aspects of its marketing so the published content is authentic to the brand and inspirational to community. How many brand managers or traditional companies are comfortable with giving up the control necessary to embrace social media strategies? Companies that participate in communities effectively have a knack at exceeding community member expectations. In the past, the friction of reaching these communities made it challenging to maintain dialogue with passionate brand fans and there were lags in translating the feed back into new strategies. Today brand managers who embrace the wisdom of the community and understand their responsibility to the community can succeed more rapidly.

By: John Battelle

John Battelle — Tue, 06 Apr 2010 04:19:39 +0000

Elie I agree, I felt like I had to cut this installment off before I’d like to…such is the reality of writing on the run. I’ll address your question in the next installment.

By: Elie

Elie — Mon, 05 Apr 2010 22:32:44 +0000

In reading this, it seemed to me that this statement could benefit from simpler language (less jargon), and better explanation. It was not clear to me how it is that a brand being able to now speak suddenly realizes benefits like the ones you mention. “In the digital medium, Brands can embrace the core tenets of publishing without the operating costs of traditional publishing approaches. In fact, by rethinking the approach to traditional marketing and customer service spending (including CRM and direct marketing budgets), Brands that become Publishers can finally integrate large portions of their business that were once in disparate silos. And that is a very big deal, indeed.”