Forrester has just published new research and a report on "social computing", branding and bottom-up marketing. Sounds chock-full of goodies.
Easy connections brought about by cheap devices, modular content, and
shared computing resources are having a profound impact on our global
economy and social structure. Individuals increasingly take cues from
one another rather than from institutional sources like corporations,
media outlets, religions, and political bodies. To thrive in an era of
Social Computing, companies must abandon top-down management and
communication tactics, weave communities into their products and
services, use employees and partners as marketers, and become part of a
living fabric of brand loyalists.
Forrester defines social computing as "A social structure in which technology puts power in communities, not institutions." We also believe that three tenets define social computing:
1) innovation will shift from top-down to bottom-up;
2) value will shift from ownership to experience; and
3) power will shift from institutions to communities?