Week 3: Markets are conversations

Thanks for your participation in the “reading”/google doc and in sharing your responses and insight in class. I was also glad to hear that some of you already have experience in marketing and social media – thanks especially for adding your experience and insight!

As discussed, understanding the basic structure of organizations, the internal business environment, the external business environment, and the competitive forces that shape industry dynamics, helps us position the marketing and communications function and better understand where social media provides value.

The upcoming week we are going to take a look at the meaning of “markets” and their relationship to organizations.  Social media has had a significant impact on both markets and organizations.

In fact, social media has fundamentally shifted the way organizations behave in the marketplace.

We’ll discuss this in more detail in class.

Following our discussion around “The Cluetrain Manifesto” (this week’s reading) we’ll look at a specific social media strategy that demonstrates how markets are conversations and how strong brands leverage them.

Here are the links for the readings related to our next discussion.  This week’s reading is by far the longest you’ll get in this course.  It’s going to be a rainy weekend, so cuddle up and dive in!

The “95 Theses” are a must read, and if I were prioritizing between the other two sections of the book, I would read “markets” first 🙂

Here’s something I’d like you to post on Edmodo:  Which Theses resonated with you the strongest?! Why?  If someone has already posted your favourite thesis, please comment on their post rather than starting a new thread.

Thanks and looking forward to discussing in class.


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