From Entertainment to Collaboration outlines the second transition that a company must engage in when moving from advertising to engagement as a core marketing strategy.
This is a MUST READ brilliant post my friend Mark Traphagen (@MarkTraphagen) alerted me to because I've been writing about how brands don't get social (Social Media: It's The Conversation Stupid http://sco.lt/7iZVUP ).
I love the ditch digging details Ted shares in this great post. He all but maps the process of creating successful social collaboration with:
Collaboration can take a number of forms: example archetypes are:
1) commentary on content
2) co-creation of content
3) user-generated content
4) collective action or problem solving
That is BRILLIANT work. I've been focused on the conversation, but Ted is right. The conversation is the medium, the currency. The payoff for being present and engaged with customers is collaboration. Great stuff and a must read for any brand or Internet marketer (and there are 2 more installments coming).