The challenge to companies (I come from a CPG background) is how to reengineer themselves for small conversations. The entrenched heirarchies (brand managers, agencies) are all involved and focused on scale. Over the past 5 years they have been also been focused on “influencers” and “buzz” marketing-with the assumption that it will end up scaling.

On Cafes and Social Media Serenity…

The trouble with social media happens when the resources required to nurture relationships – and the time involved in cultivating same – become more and more cumbersome. It’s far more difficult to tend to a massive commercial farm than a backyard gar…

Zappos is a great example of a company growing into scale.

H&R Block may be a good case study for a company at scale shifting into community (bottom up) engagement opportunities. They are service based so that makes them a bit easier than a packaged goods… but it’s a start…

Sean Howards last blog post..A Story about Quality and Quantity