Great post here on applying a Social Computing Strategy to the entire Lifecycle of a Product. It's heady stuff, but really interesting. I agree that as companies want and expect their communication to go viral their biggest asset is talking to the community. I have tried in the past to get clients to join the discussion online, but there is a real fear among them to be the mouthpiece for their brand. The companies that are able to embrace this new openness are the ones who will be most successful.
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