In a recent post about who is in the conversation John Batelle that while the online conversation has very obvious benefits for the users, one of the troublemsome spots has been how do we keep it going and still pay the rent? Or the hosting, in this case.
Most writers who have a following online write because it's a passion. Readers/viewers come back because the content is compelling and they value the conversation.
Batelle makes the case that advertisers who are joining the conversation - those who are brave and innovative enough to learn the grammar and language - get the most bang for their marketing buck.
Advertisers who use the medium to actually talk to their readers and get their feedback? Now where have I heard the phrases 'establishing and maintaining relationships with your audience' and 'creating a climate of mutual understanding between an organization and its publics'? Oh yes, it's in the definition of public relations.
Seems the ad folk are using PR tactics, And it's working.
