In the days of web 2.0, it seemed that, with the help of technology, we had found our voice again. It seemed that we would become prosumers and have a say in things, which would create a more equal relationship between supplier and customer.
That has only partly become true. The fact that large organizations, companies, agencies, governments, list to data healthcare institutions, etc. still need social media consultants to talk to their users/customers/citizens/patients, I consider a sign on the wall. They seem to be afraid of customer contact and customer interaction. We are not there yet and sometimes I wonder if we will ever get there. What about the fact that 71% of companies do not respond to tweets directed at them ?
jff photo social affairs Rotterdam 2012
Is it realistic to think that social media will ultimately contribute to a more social way of doing business? When the crisis broke out, I thought that would be the turning point. It seemed such a logical moment to start doing things differently. Arnold Heertje described that very nicely in his presentation for VINT in 2009.
Those expectations have not been met. Yet, almost against my better judgment, I continue to cling to some of that idealism from the web 2.0 era and continue to propagate the Cluetrain Manifesto . Not because of the technology, far from it.