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Post from John Cass' blog:Where Brands Can Engage Customers On Twitter And Social NetworksI read Brian Solis' post "On Twitter and Social Networks, Brands Benefit from Conversations," with interest. One, because he described some recent research on people recommending products within social networks, two Brian gives insights as to the meaning of this research, and three he suggests that the social web is much greater than a company's ability to converse and interact with consumers directly.
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Customers to Evangelists
Excellent article.
"As a result of answering product development questions, customers turned from ordinary customers into evangelists"
I think that this is a really interesting and powerful point. It is difficult for a company to engender real independent enthusiasm for their products, but this is a very effective way of doing so and it is readily available to any brand irrespective of their size or resources.
Moreover, independent evangelists carry much more credibility with their peers than corporate brand messages, making such evangelists increasingly valuable.
Another good example of this process is the use made by hi-fi company Linn of their own customer forum. So this approach is not limited to Twitter or newer social networks.
It takes time and consistent involvement with your audience - you can't rush this. It's a bit like gardening. You have to plan for the long term.
Pete