Very pertinent post as companies – particularly service companies – try and sort out how to navigate the boundaries between what is their service and what is, essentially, their marketing.

I’ve been having some interesting conversations with people lately about why companies isolate the pre-sales from the post-sales customer experience(i.e. why are marketing and support actually different?) Ideally customers just get to ‘test drive’ the product or service and to me, this is what blogs are in the service business.

Thanks for highlighting my blog too – appreciate it!

Cheers -

Rachel

Wow, I’m blushing! Although I can only speak for myself, Forrester has been great when it comes to understanding how having public discussions with our marketplace can help our company.

Having George being part of the conversation in the public space demonstrates our willingness to want to be part of the conversation that takes place.

Sure, I had a brand before I cam to Forrester, but I noticed it radically spiked after becoming an Analyst here, so many new opportunities have opened up by being part of the family, I’m grateful and enjoying it. The love goes both ways, we’re both benefiting.

Thanks again David, very thoughtful.

“…I just took your blog reader survey. Here’s a topic I wish you guys would tackle — a gray issue in my own marketing leadership role. How should employees manage their unofficial versus official company identities and reputations in the marketplace? This is not an online-only challenge, but online has festered it — and especially blogging. I have my own equity in the online advertising and research industry as an oped columnist/blogger for MediaPost. I have my own blog which is personal, but has equity in distinct circles in my industry. I’m passionate about my industry, so I tend to listen, and speak and write about it a lot. My expression vehicles are personal, but they also bleed into the domain of my employer, of which I also am a shareholder. This phenomenon holds liability for my employer, but it also includes great benefits — like association, awareness and a far more willing ear among many market stakeholders . Additionally, I’ve been building and enforcing social-media programs and infrastructure which could present some conflict to deal with. What’s the right strategy for balancing personal brands with your company brand in the marketplace. What’s the right strategy for companies to take with employees who have personal brands? How do you account for the two when embracing social/community strategies for companies? I’m sure this hits home for each of you.”

Cheers,
Max