UN-marketing (parte IV)

Why am I relating these ideas, theories and facts?

• "Companies Ignore Customer Feedback on Social Media" ("94% of companies are not using social media channels such as Facebook and Twitter to gather customer feedback despite the fact that consumers are increasingly engaging to discuss products using the platforms to discuss their experiences with products. The most common ways for companies to gather feedback continue to be email/online surveys (51%), formal phone surveys (28%), and informal phone calls (28%).")
• "Online is not a separate place" ("Communities are about belonging. The public access that the Internet now allows people to have is mistakenly believed to mean trying to get the broadest possible audience. But in effect people are trying to reach people like themselves, like-minded people, in order to belong to a community. There has been a tremendous increase in the amount of material that is available to the public, not really intended for the public, but instead for the emerging communities.
  
  Many of our behaviours are held in place not by rational decisions or desires but by present or bygone constraints. Our cultures are shaped as much by these constraints as they are by capabilities and aspirations. Changes often take place very fast when the constraints are removed. The challenge is that misleading metaphors are often the biggest obstacles to moving forward after the technological constraints are gone.
  
  Change occurs not so much as a result of new information leading to individual learning but when the patterns of connectedness between individuals change. Learning as a result of the print revolution was seen as an individual process. Learning as a result of the social media revolution is an active process of communication between people. Knowledge was earlier seen as being stored in content. Today knowledge is understood to be perpetually constructed in communication. Books could be transmitted from one person to another. Today knowledge is the process of relating. The technological constraints are gone; now is the time to get rid of the wrong, constraining metaphors.")

Perhaps the answer is also here:

• "Sem uma relação amorosa com os clientes-alvo... nada"