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February 28, 2006


Christoph Görn

Heya, having all this wonderful web 2.0 (or whatever the brand name for this set of technology will be in the end) applications on the web, keep in mind the nature of so many ibmers: we are travelling - or is that mobile - salesmen, architects, specialists... with a need to work offline. Beside that: I love to see IBMs involvement in the social software sector.

Steven Cardinale

As a Wharton alum, I have directly seen social networks and communities evolve, grow, and wither-away in an exceedingly short time window through the MBA program. An interesting point that businesses must understand is that social networks are a dynamic phenomenon, they gain power, change shape, oscillate around important issues and are otherwise difficult to get under control. Their dynamic nature is something that our existing toolset has yet to capture and is why new dynamic software (such as wiki’s) are growing at such a fast pace.

Businesses have to understand they have never really had control over their brands (see my comments on Charlene Li’s Forrester blog on social computing at http://blogs.forrester.com/charleneli/2006/02/forrsters_socia.html#comment-14309390) it is just now we have the tools to empirically understand where brand power truly comes from … the consumer.

It is the social computing aspect of today’s world that allows each and every consumer to leverage their brand-building or breaking opinion quickly to shape the corporate landscape. The companies that figure out how to understand (not control) the dynamic nature of the new social network will have the best chance of creating valuable brands.

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