Excellent arguments for active engagement

in this article Thinking About the Social Web? Do Something! on ClickZ. It corresponds with my own view on the changed market environment companies in all industries – but especially travel – have to compete in to get customer attention and buy-in.

The command and control era is fast coming to an end, if it has not already in fact ended. This will necessitate a shift in attitude, marketing strategy and dollars from the old channels to social media but to be effective, these dollars need to be spent in innovative and smart ways. Developing compelling messages, based on what can be learned from monitoring the conversations and have them spread by enthusiasts and brand advocates will become a key marketing task. The article contains some great advice on how to go about it.Technorati Tags: social media, web 2.0, marketing, monitoring,