“The Internet has changed everything.” Uh, huh. “It’s a new paradigm for advertising, branding, sales, public relations, blah, blah, blah.” We think not. Having been intimately involved in the marketing/communications game for a LONG time, I believe that, unfortunately, “nothing is new under the sun.” At least not yet. No communicator has yet to tap the superb potential of the online/connected/social world.
Just about everything online now is simply a different delivery method. A customer-service-dedicated Twitter employee who responds to customer complaints is still just a customer-service employee. Sure, broadcast customer-service Tweets reach more folks than to just the individual complaining or asking the question. Nonetheless, it’s still a simple one-to-many communications channel.