Como é que uma empresa sincera pode usar estes fora? (parte III)

Recentemente voltamos ao tema do uso das redes sociais para fortalecer uma marca.

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Desta vez encontrei uma interessante reflexão sobre o tema na revista Business Week, no artigo "Beware Social Media Snake Oil":

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"For business, the rising popularity of Facebook, Twitter, and other social media Web sites presents a tantalizing opportunity. As millions of people flock to these online services to chat, flirt, swap photos, and network, companies have the chance to tune in to billions of digital conversations. They can pitch a product, listen to customer feedback, or ask for ideas. If they work it right, customers might even produce companies' advertising for them and trade the ads with friends for free"

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Mas não é linear, não é transparente, não é claro o que fazer e como fazer. O artigo critica fortemente os consultores:

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"Critics complain that many of the new experts have adopted an orthodoxy that provides little flexibility for differing situations—or outcomes. Their pronouncements follow a rigid gospel: Be transparent, engage with your customers, break down silos. Yet these strictures don't always make business sense."

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Nem de propósito, há que recordar estas palavras de Peter Drucker, citado por Peter Pascheck, na HBR do passado mês de Novembro:

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"Drucker considered management one of the liberal arts and therefore believed that managers should be educated in the humanities and the social sciences."

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"They should think of themselves as diagnosticians, therapists, and scholars rather than as technicians, Drucker said, and must understand a company’s unique competencies, culture, and history."

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"This makes eminent sense: If consultants are to disseminate best practices, they must be not only good teachers but also good students."

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Julgo que há muito a aprender, cada caso é um caso, é perigoso generalizar. Por isso, há que estudar, estudar, estudar e experimentar.