Letting go in marketing, client and partnership relations…


web2We are all emersed in blogs, code, newsfeeds and Friday ftp fatigue – as any IT or web services provider should be.

Circulating round the office this week was an article from the Wall Street Journal, detailing a new report on the reluctance to take up ‘Web 2.0′ marketing tools in the wider business community

Although this work by academics Salvatore Parise, Patricia J. Guinan and Bruce D. Weinberg can conjure images of immaculately suited Wall Street executives, pondering the failure of the banking system perhaps – there is a real message in the article about how charity managers and service/education organisations can engage with their community of interest.

‘Let go’ seems to be the message.

Embrace and intertwine a weave of web mail, weblog, wiki and social networking solutions to engage in a dialogue with your community of choice. If millions of your potential service users can embrace Facebook, why shouldn’t they have a dialogue with you about your service.

Your organisational blog can offer, not only news and updates, but also an opportunity, if well structured, to elicit feedback from service users too.

This could be scary…we don’t necessarily recommend entering Second Life, as the article offers as a solution to finding new customers for your service, but a more expressive way of having a conversation with your audience can only benefit everyone.

You can see the original Wall Street Journal post here.

It’s hard work to develop and implement a Web 2.0 strategy – we have in our small way at Thirdsectorweb the infrastructure, the technology and the knowledge – which still did not stop some quiet irony as we espoused a wonderfully hypothetical Web 2.0 engagement framework for our clients in the heat of conversation.

Still, we take the Franklin D. Roosevelt of such activity – ‘…happiness lies in the joy of achievement and the thrill of creative effort‘.

We soldier on with undiminished passion for our partnership vision.

(Interests expressed: Thirdsectorweb is a provider of web design, hosting and communication solutions to the public, charitable, education and childcare markets in the U.K.)

You can visit the Thirdsectorweb home page here.

Image by eyeliam

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