A estas alturas de la película citar al Cluetrain
Algunas de las tesis del Cluetrain Manifesto, de hace 5 años:
Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice.
Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
Another big phenomenon is building communities around Web sites, around products. Virtually every company ought to have on their Web site the ability for their customers, their suppliers, various people, to interact and their employees to see the dialogue taking place there and jump in and talk to them and help them.