When you boil down attitudes toward and execution of social media practices, it's all about leadership. Real leadership, not the popular definition that rises from the horrific misinterpretation of Geoffrey Moore's book, Crossing the Chasm . Let me explain that reference a bit more in depth first. Moore stated fairly simply that for a technology company to be successful, it must attain the perception of leadership in a market niche. The misinterpretation of that concept is what screws up the marketing for so many companies. Moore's statement was an indicator of success and a strategy, not a tactic. If you are the perceived market niche leader, Moore explains, THEN you know you successfully crossed the chasm. Therefore your marketing strategy must revolve around developing the perception of leadership. However, most companies believe that saying you are a leader in your marketing documents, even when you are clearl...
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