JayDeragon

The five factors must become the cultural mission and the overriding organizational principles. Learning what they mean and how they become self evident to the people is the mission of leadership and the responsibility of management.

If you don't believe it, buy it or embrace it you will be replaced by it. The answers are Socialutions that create powerful changes.

Socialutions Broadcast is a news and commentary program covering trends, events and thought leaders creating the virtual future.Todays broadcast is a conversations with guest commentary examining Comcast acquisition of Plaxo.

The relationship driven economy brings new challenges for business. Markets are becoming transparent and the customer is becoming more vocal. These emerging dynamics are forcing traditional business to adapt and learn Socialutions that satisfy all stakeholders. For some businesses the learning curve is fast while others aren't even remotely aware that the world has and will continue to change.

Brands spend millions of dollars each year advertising using old methods. When people do respond they often are disappointed with the relational experience they have with the brands product, people or processes. These negative experiences are now viral communications by and from the very people that the brands ads targeted. The ads may get people attention but a bad experience turns the attention into a complaint that goes viral at the click of a mouse from one to one to millions. The complaint then is "registered" with the worlds largest copy machine, the web, for others to reference forever.

Changing behavior for businesses or individuals can be difficult. Change comes from learning. True friends learn from each other and grow. Fake friends just believe each others bull. Markets are now conversations amongst true friends.

Unless leadership of an organization starts from the inside out then any social initiative is likely to be labeled as fake, insincere and not a real Socialution. Pretending to be something your not is in fact anti social and people can see, hear and smell it a mile away.

The biggest challenge for Comcast lies in the relationship it has with the markets, the users and their related experiences. While their apparent strategy seems very sound the ultimate judge is and will continue to be from the end users.

Now think of the social web has nothing more than a huge medium that enables the "catchball" process with entire markets, customers, suppliers and employees. If Comcast, or any other brand, were to take advantage of the medium they would learn more from the opinion leaders and their markets in a few hours and would avoid being caught in the negative spin