Austin360 blogs > Digital Savant > Archives > 2010 > March > 12 > Entry
SXSW panel: How Your Brand Can Succeed in the New Web
Date/Time: 3:30 p.m. Friday
Speaker: Brian Solis (Future Works)
The gist: A panel doubling as a promotional event for marketer and social analyst Solis’s new book “Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web,” the talk also featured surprise speakers; web strategist Jeremiah Owyang, Frank Eliason of Comcast Cares and FourSquare creator Dennis Crowley. After Solis’ opening barrage of motivational speech-heavy platitudes - “Social media feels like the Summer of Love right now, which I guess makes Twitter and South By (Southwest) our Woodstock” among them - the four got into a fairly substantive discussion about the importance to talking with customers instead of at them, and how to use social media as a way to monitor response to products and services companies offer.
Quotes: From Solis: “My online reputation precedes me now, and we’re at a place where how you contribute on the Web defines you’re persona and how you’re judged before someone ever meets you.”
“Control ends when we put things up outside of the company but social media lets you monitor how people react to what you do and the story you’re trying to tell. The people own social media and when they use it they expect their problems to be heard and solved.”
Takeaways: A company’s social media strategy must extend beyond a FaceBook fan page and a Twitter account, and look at available technology as a way to gather feedback and opinions on what a company does while increasing communication in all forms with customers.
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