This is a great article by Jeremiah Owyang. He opens by talking about a blogger’s experience at initiating a Maytag boycott based on poor customer service. That part is interesting but the real value of this article is half-way down: the matrix of social media influence value.
Owyang places organizations within a matrix of potential viewpoints towards social media — some ignore it and some embrace it — and he talks about what organizations need to do to make it relevant. Understanding the importance of social media and the value that a truly connected client has over their network is something organizations need to do.
This plays a key role in my content strategy work as I advise organizations to create metrics around each content channel (including their social media channels). Owyang’s thinking in this area can help organizations start to do that well.