MIKESTOPFORTH

There is much being said about how brands should engage with customers in social media. Words like “authenticity”, “transparency”, “immediacy”, “personability” and others are bandied about as we as consultants, together with our clients, figure out the rules of content and community online. This is a good thing. Brands tend to forget that platforms like [...]

I’ve just picked up on a fantastic post from one of my favourite bloggers, Lee LeFever from the Common Craft Show which is a must-read for all of us immersed in the Web 2.0 evolution.

I’ve often criticised advertising agencies of losing site of the bigger picture as a result of striving for bigger, flashier ads, edgier copy and design and of course, elusive awards. But Lee’s post has pointed my accusatory finger right back at me – do I have blinkers 2.0? Am I so worried about my traffic, Twitter replies and blog rankings that I’ve forgotten that the vast majority of my clients and their customers don’t know about, or don’t care about anything 2.0-ish.