Crowdsourcing the "Social Revolution" - Your Weapon Against Negative WOM. By Michael Wu (Contagious ideas by PSST : spreading 2.0 innovation (editor = jérémy dumont, strategic planner, france))

02 March 2010

Crowdsourcing the "Social Revolution" - Your Weapon Against Negative WOM. By Michael Wu

2004 to 2005 saw the rise of the social era, mainly through the availability of new large scale web applications that facilitate content creation, sharing, syndication and social interaction. These web 2.0technologies began to mature over the next few years leading up to the inevitable "social revolution."

Drowned Out by Negativity?

Many brands and large enterprises fear this social revolution: a change of interaction and communication style where enterprises no longer have control over what the mass public can or will say about their brands. Moreover, the sheer volume of voices in the mass can easily overwhelm their corporate message.

If we look at one social channel, say the blogosphere; the total number of bloggers alone writing about a brand can number in the thousands. Employees at the company will be totally outnumbered. Moreover, these passionate bloggers often work diligently around the clock, 24/7. On top of that, there are also Twitters, Facebook, Youtube, Flickr, and many other channels all over the world.

Negativity seems to be a major concern for these large corporate entities, and companies can't possibly hire enough people to deal with the mass public. So how can they deal with this frightening social revolution? The best way to deal with the social revolution is via social, and to leverage the power of the crowd, in other words crowdsourcing.

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