Recognized the challenge in the Web – active trade is missing but often still only hesitantly many companies approach is according to the findings of the Web 2.0, according to a study of the Cologne business school. The survey of owners and managers of more than 300 companies showed that not even the term is even familiar with each fifth. And 12 percent did not know, what is a blog; three-fourths of all companies surveyed indicated that do not. More than 70 percent of all managers in the 17th international human resources consulting LAB Lachner Manager Panel consider it important or very important, what to find on the net about it. But only about one-third of all Panel members also regularly involved with the own virtual branding. The Internet as a source of information is becoming increasingly important – especially for the attractive target group of the Bessergebildeten. You are for media use analyses (for example Internet structure data III.
quarter of 2009, research group elections, web_III_09.pdf) now age across with a ratio of 93% on the net. The reliance upon information from the network achieved remarkable rates according to the Edelman trust barometer. Companies like Lenovo have taken up the challenge in the field of interactive communication. Lenovo blogs, interactive communication at a high professional level takes place. Professionally because they maintain a Dialogic communication culture. So results are communicated openly customer surveys – and executives of the company publicly deal with customer criticism.
So they create a community with high brand loyalty and also valuable insights to improve their products. Communication on the Internet does not work according to the ancient principles of central control from the distance. Traditional top-down structures will be complemented by new horizontal networked and sure sometimes replaced. This development is accompanied by the fear before the loss of control. Finally communicating companies faced in the network on a par with critics and customers. The distance decreases. However, due to the power of the de facto the rapid growth of the media users on the Web dealing with new forms of virtual communication. Because reputation in the network can grow slowly and evolutionarily, this topic not on the backburner should be pushed. A growing number of people interested in Internet forums about the quality of a product or service. It is therefore important that companies are also here present with thing posts or replies on par with those who express there factual criticism. And with continuous information about what is being done and has been to turn off problems or to improve products and services. In this challenge, at the same time is a great opportunity. You can’t get his customer feedback faster and better than in the network. Lenovo demonstrates respect in his blogs at the same time before their visitors and express thanks for their input (critical). An example of this is a feedback in the field of design”, in which it comes to the Construction of a new keyboard goes, which was built according to the company based on more than 800 incoming customer comments.