Clay Shirky on making brands human

David Cushman interviewed Clay Shirky when he was over in September, and he’s put up this short video of one of the questions (raised by Jonathan McDonald):

“What are the critical parts the media industry must change to enable increased interactivity and collaboration between brands and citizens?”

The key point for me is this; “Brands don’t interact.  People interact”.

That can be talking to people at the company, or it can be talking to other people about that company.

Companies have to work at both in order to engage people;

i) allow people to talk to people at the company
ii) create spaces (which are ‘open and messy’, like the kitchen analogy) where people can talk to each other about the company

Because a brand can’t really be your friend;


(from geek and poke)