Saturday, January 24, 2009

The dark side of Web 2.0


Besides the obvious positive effects of the world wide web becoming social, there are some effects that we might forget or underestimate, yet.

Agreed, it is a good thing that everybody can freely express their thoughts and views (and now being heard through the Web 2.0…), but what about things like professionalism, proper research and  knowledge of the topic?

The Web 2.0 - and the resulting transparency - in many areas could result in unqualified and simply untrue expression of opinions that result in witch hunts or have serious negative impact on the targeted persons, products, brands or companies. While in old fashioned journalism the contributors are professionals that do proper research before publishing a story – in the Web 2.0 world a lot of the commentators have no glue of what they are talking about and do not have the knowledge or time to deal with the topic in the required detail.

Of course given that the amount of information and the number of contributors on the internet is very large, it will be difficult for a single person to make an impact being heard my many others. But when minorities get organized, they could well make a much bigger impact than the not so organized majority.

Is this our digital way to global Anarchy ??

Well, as always, nothing is eaten as hot as it is cooked…
Yes - it will be possible to harm somebody by publishing negative or even untrue statements on the internet and it might be possible to initiate a Tsunami with many people following and propagating the negative statement, but in the end there is still our common sense. And as easy as it is creating negative mood, as easy it is to create positive feedback for someone or something.
And as easy as it is to discredit someone, as easy it is for them to defend themselves using the same tools and techniques as the initiator.

As long as companies understand the Web 2.0 and its possibilities, they can utilize it to create a positive PR - connecting to their customers so that they become advocates and protect a brand, product or service from harm resulting of activities initiated by well organized minorities.
A well thought CRM 2.0 strategy helps organizing customer relations in this new world and ensures success in the future of our changing global business.

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1 comment:

  1. Thanks for taking the time to write this. I really enjoyed it.