PUBLIC MARKS with tags influence & ef

Marketing and PR are no longer one way communication channels. People talk back to brands and companies on blogs, discussion boards, and an ever-evolving array of “consumer-generated media” formats. Sometimes they praise, sometimes they criticize, sometimes they even rant. The message the company intends to send may not be the same the consumer takes away after absorbing the spectrum of perspectives created online. The key point communicated may be stronger, or it may be weaker, but it surely changes. This is what Cymfony calls Influence 2.0.™ Because messages are no longer one-way…because the reaction they stimulate becomes part of the message...measuring where a message appears and how many people see it is no longer enough. Companies need to capture the richness of the dialogue among people to understand how a message evolves.