After mulling this over a bit, I think you may be right. At least for social media engagement by business.

But for consumers, I’m not sure we could count the number of relevant conversations – since we’re interested in much more than a given product or service. As a result, the definition of “relevant” gets a lot looser. A perceptive insight for one man is pointless babble to another.

Yet we should all engage in what is important to us and natural communities will form. If we’re interested enough, we’ll engage in conversation with a business. Hopefully the business will be interested enough to listen and participate!

Corporate reputation is essentially all about the ‘corporate story’ which is really what the third area of converstaion is all about – i.e. the ‘who is, what is, where doeas it come from’ converstaion. The challenge for organisations is to work out their corporate story – and this gives them the creative brief to guide this area of converstaion and also the guide to what type of content they need to produce to bring the corporate story to life.

Angela