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在数字媒体时代,公司的发展之道不再是销售产品或服务,而是营造身临其境的体验,吸引人们来这里解决问题或实现愿望。用户是在数字领域与公司进行互动的人,比如在公司网站上、通过电子邮件,或者在Facebook或Twitter上。而客户是用户的一部分,你可能是亚马逊的用户,却从来不买其产品;你上亚马逊网站,只是为了阅读评论、申请职位或者出版图书。企业致力于满足这个更广泛的用户群的需求时,取得的成功要比仅仅服务于客户大得多。想要在社交媒体方面收到成效,就要授权初级员工成为品牌推广大使,在网上迅速沟通。这个看似不起眼的战术举措可能会促使组织出现重大转变。
In the digital media era, companies are no longer developing their products or services, but creating immersive experiences that entice people to come here to solve problems or achieve their aspirations. Users are people who interact with companies in the digital arena, such as on corporate websites, by e-mail, or on Facebook or Twitter. And customers are a part of the user, you may be Amazon users, but never buy their products; you go to the Amazon site, just to read reviews, apply for jobs or publishing books. Businesses that are committed to meeting the needs of this broader user base have more success than simply serving their customers. To be effective on social media, beginners should be empowered to become brand ambassadors and communicate quickly online. This seemingly humble tactical move may prompt a major shift in the organization.