Don’t dismiss everything your enemy says or does as completely left of your own thinking. If you’re in the dark, you’re more likely to trip and fall. You need to know their plans, opinions, and actions in order to best work around them or triumph over them. Don’t push them away, refuse to listen to them, or try to avoid them altogether. Engage your enemies on a regular basis by keeping the lines of communication open and active. Never give a DUD the satisfaction of being able to sneak up on you and make you a victim of their bad behavior. There are always those who are willing, wanting, and waiting to stab you in your back if you give them the chance. Don’t let your guard down by naively believing everyone is innately good, honest, and forthright. Keep a close eye on your enemies and on what they’re doing openly or behind your back. You need to protect yourself from the damage a DUD can do by keeping your enemies close. You need to know where the beast lurks and what makes it tick in order to survive an imminent attack. Don’t make the mistake of ignoring or avoiding those who oppose you or stand apart from your objectives. At the time, I justified this based on limited community functionality on Facebook fan pages now it is clear that lack of control over how this functionality evolves is equally important.In business, forming cooperative relationships with like-minded WOWs helps you keep your friends close. This is exactly what I was advocating in the Socializing Beyond The Enterprise white paper – keep your community somewhere you can control it, but provide links to other networks where your customers are. Give customers a choice to interact with others on your own properties rather than relegating to Facebook alone. Furthermore, start analysis on building your own community off your corporate website for customers, advocates, and lifestyle communities. Instead, conduct socialgraphics to find out where your customers are, then invest in other networks. With power diminishing, brands shouldn’t place all their bets in just a few social networks. Spread Bets, Bring Community Closer To You. Like much of his other material, this is essential reading, so I won’t summarize it here, except to pick up one specific recommendation he makes: This has led to at least two protests – you can either refuse to log in to Facebook on June 6th, or if you are really annoyed, delete your user id completely on May 31st.Īs usual, Jeremiah Owyang has something useful to say on this subject, and has approached it from the point of view of companies/brands. I feel it is best summed up by Andrew Brown who notes that we are not Facebook’s customers, we are their product. The root of the problem is their cavalier attitude to privacy – they are constantly changing privacy functionality, with the default to allow public access and users needing to explicitly change settings to retain privacy. They are approaching 500 million registered users, but recent behaviour suggests that the backlash has well and truly begun. There’s a lot of truth in that, but I would suggest that everyone hates too much success and the inevitable arrogance it brings – we Brits just have a much lower tolerance level. It’s often said that the British hate success. The internet seems divided on whether this is a quote from Chinese military strategist Sun-Tzu in 400BC, or Michael Corleone in The Godfather II in 1974, but anyway, the importance of this is becoming more and more apparent in the context of the growing Facebook backlash. Keep your friends close, keep your enemies closer If your don’t provide a place for your customers to express their opinion, the internet provides many, many other places which they will do it anyway, probably far less constructively.īut that quote is perhaps not suitable as the title for a professional blog, so another that applies equally is: It’s probably better to have him inside the tent pissing out, than outside the tent pissing in One of my favourite quotes to describe the objectives of Social CRM comes from Lyndon Johnson, who famously said of J Edgar Hoover
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