In the article by Adam Ross, Business executives who want their companies to be hubs of online engagement are going to have to implement messaging they are not always comfortable with.
The cacophony of competing voices across the Web has made it exponentially harder for businesses to stand out online. To further complicate matters, many businesses fail to create content that drives meaningful, long-term online engagement. These business “scarecrows” build pretty online properties that suffer from a lack of content that has the authority to stimulate user engagement.
Scarecrows believe the Web’s primary purpose is for peddling company messages, a practice that more often scares off consumer engagement instead of encouraging it. It’s not that companies can’t use social properties to promote their own products, but that shouldn’t be the primary communications driver.
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