Let's tear everyone apart in public
Chevrolet created a site for its Tahoe model that allowed viewers to create their own commercials.
It was, essentially, hijacked by anti-SUV environmentalists.
Charlene Li says that's good.
"Our definition of social computing is when technology results in power shifting from institutions (like Chevy) to communities (like customers).
By losing that control over the brand experience, Chevy actually brought more people into it..."
"If you're going to participate as a marketer in the social computing arena, you've got to have thick skin and be ready to engage in the messy world of your customer's opinions.
Marketers that have the guts to turn over their brand to the public will in the end win over their customers."
The Bogle wants to do the same for recruiting by subjecting the false claims of employer and candidate to a similar barrage of online attacks.
"The social computing trend, including the growth of blogging, shows that there is hunger for less packaged messages and more authentic conversations between companies and consumers.
"Why can't we introduce openness and authenticity in the conversations between employers and prospective employees?
" The results may not be as glossy , but I'll take real and meaningful over glossy any day.
And I agree. Honesty is great (as long as it's the other guy who's being exposed).
And, I think the Vault is doing some of this already. Alumni tell the world about the hidden cultures of the companies in which they worked.