But here’s another perspective — first encountered in Clue Train — to be credible, trustworthy, unevil, invulnerable to Michael Moore, a company needs to present itself as a collection of people rather than as a faceless enterprise. The use of social media as a business presentation platform is coming — and let’s try not to be cynical right away.

Transparency is a good thing, and if we can be manipulated, shame on us. Reputation ratings and the cloud of commentary can teach companies the downside of using media to mislead — look at the Tahoe SUV, look at Richard Nixon, Inc. Imagine a world where you could have some confidence that what the company is saying is probably true. I think we’re looking at a market revolution — it’s just that the companies haven’t figured it out yet.

Let’s see what happens with Federated Media — how are the experts going to make money for their expertise?

Love your blog.

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